Hubbub and M&S partnership sparks more sustainable eating

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Hubbub and M&S partnership sparks more sustainable eating

By Trewin Restorick 4th January, 2022

Sparking Change is a new collaboration between M&S and Hubbub, helping M&S customers to live healthier and more sustainable lives. The Sparking Change: National Challenge which has launched this week, is inviting M&S' 14 million Sparks customers to reduce their food waste and eat less meat and more plant-based foods. During the two month challenge, customers will be inspired with delicious recipes and receive tips and advice. They will then be set the challenge to eat better for the environment, with the chance to win big prizes. 

The campaign builds on a successful pilot run over 12 weeks in 2021 with 92 customers and colleagues which explored how M&S could promote healthier diets whilst cutting food bills and benefitting the environment.

The pilot addressed food waste, plant-based eating and cooking skills. An initial insight phase explored habits, concerns and knowledge which led to the creation of a series of inspiring activities helping participants to make sustainable and healthy changes.

The difference we made

Three months on, participants were asked whether any new habits had stuck. This revealed that:

  • 90% were eating less meat.
  • 90% were wasting less food.
  • 73% were cooking from scratch more.
  • 70% were feeling healthier.
  • 40% of participants said they were saving money on their weekly shopping and 73% said that their homes were more sustainable too.
Check out how the challenge sparked change in these 5 households

What's next?

Building on these encouraging results, Sparking Change will run for two months. It will start with Protein from Plants, providing recipes, tips and inspiration to help people to double the plants in their diet and eat less and better meat and dairy. Then, it’s all about More Taste, Less Waste, helping people save money on their grocery shopping and reducing their food waste. Find out more:

The campaign builds on four key learnings from the pilot phase.

  1. Keep it simple
    The Challenge was designed by experts from chefs to nutritionists. However, all the information was shared in accessible, playful language and delivered in bite sized chunks. The group responded brilliantly to simple, jargon free information, and tips to help them save food and try new things safely and with confidence.
  2. Highlight positives
    Health, finances and quality time at home are near universal concerns. The pilot highlighted additional benefits to eating more sustainably from potential savings on weekly grocery bills to feeling fitter. The participants also welcomed a chance to introduce new foods to their children and take on family-friendly challenges as a team.
  3. Bring people together
    Whether in person or online, bringing people together towards a common goal is a powerful tool. The Sparking Change cohort met up every day on a friendly Facebook group to share successes and trade tips. There was as much information flow between participants as from the experts leading the campaign and there was plenty of competition and mutual support. Working in a group creates a sense of being part of something bigger than individual action. In the expansion of the campaign this will be achieved by using social media to create and share user-generated content.
  4. Work with trusted messengers
    As the climate crisis worsens, many people are seeking information on how to reduce the environmental impact of their diets. M&S is a trusted brand in a strong position to help households make the change that is needed at scale. This position of trust is further strengthened by demonstrating how Sparking Change fits with wider sustainability ambitions which M&S has recently bolstered by the reset of Plan A.


Full details of the pilot campaign can be found in Impact Report.

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