Magazine article Marketing

Marks & Spencer to Join Change4Life Initiative

Magazine article Marketing

Marks & Spencer to Join Change4Life Initiative

Article excerpt

Marks & Spencer is to become an official partner of the government's anti-obesity Change4Life campaign.

The retailer has been in talks with senior Department of Health (DoH) officials about the marketing activity it could run in support of the campaign. A DoH spokeswoman confirmed that discussions had taken place.

The Change4Life initiative aims to combat obesity through partnerships with commercial and not-for-profit organisations. Unlike most of Change4Life's other commercial partners, M&S has liaised directly with the government, rather than going through the Business4Life consortium.

The retailer's commitment to Change4Life comes as it steps up activity around its ethical 'Plan A' initiative. Last week it launched a campaign called 'Doing the right thing,' which aims to remind customers of its ethical credentials. The push is running across print, online, radio and in-store.

Plan A, which launched two years ago, is built on five pillars, one of which is to help customers and employees live a healthier lifestyle. …

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