Background

M&S wanted to support the launch of it’s “Simply Fuller, Longer” range of ready meals with some research-based editorial angles.

Strategy

With the range being focused on weight management and aimed at men, Opinion Matters suggested researching both men and women to deliver angles that would interest the male oriented media but would also appeal to women who might buy food for their men.

We also suggested asking the sample about their attitudes towards healthy eating as well as dieting in order to make the story angles pertinent to those interested in eating more healthily as well as those wishing to manage their weight.

Results

The Opinion Matters research provided plenty of compelling material for the basis of a series of broadcast interviews conducted with Nutritionist Claire Hughes in addition to print coverage.