M&S takes to road for diet campaign

Field marketing agency RPM has created a campaign for Marks & Spencer (M&S) to encourage healthy eating among women aged 25-45. The drive will also promote M&S's Count on Us range of calorie-counted foods.

The Health & Wellbeing Experience is touring nine of the UK's biggest shopping centres and comprises talks by professional nutritionists as well as cooking demonstrations by top chefs and sampling. The activities take place in a branded 20-seat education and demonstration theatre.

The campaign kicked off at Bluewater Shopping Centre in Kent on 19-20 January and attracted 20,000 people. It will continue to run until the end of the month.

M&S marketing communications manager Sean Curtis said: "This initiative keeps us one step ahead of our competitors by giving people all the facts and insights they need to make informed purchasing and lifestyle decisions."

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