Channel Four Television Corporation - Jamie’s School Dinners: an integrated campaign which triggered the start of a food revolution
Jason Gonsalves, Cameron Saunders, Joanna Bamford, Rufus Radcliffe and Nick Stringer, Institute of Practitioners in Advertising, Best New Learning, Best New Agency, Best New Client & Bronze, IPA Effectiveness Awards, 2006
As part of its public service broadcasting remit, Channel 4 needed an issue to champion. It found it in school dinners.
As part of its public service broadcasting remit, Channel 4 needed an issue to champion. It found it in school dinners. 31% of British children are overweight or obese and less is spent per head on school meals than on prisoner’s meals or army dogs. Channel 4 and Jamie Oliver teamed up to make a difference to children’s health. The programme delivered extra ad revenues of £6.69 million equivalent to a ROI of 148% and boosted Channel 4’s reputation.