The School Food Trust - The Real Fast Food Show

Agency name: Branded Moments of Truth
Client name: The School Food Trust
Category: Event Marketing

BACKGROUND

Britain is reaching crisis point as 1 in 10 English children are now classified as obese. It is widely recognised that there is an urgent need to change attitudes and behavior to improve children's health and lifestyle. As a result of Jamie Oliver's School Dinners campaign in 2006, schools now receive higher catering budgets. The quality of school meals has improved markedly, but negative publicity has meant a huge number of pupils shunning healthy canteens in favour of a junk food fix found elsewhere, be it from local shops, takeaways or even through packed lunches.

The School Food Trust (established by the Department of Education and Skills) briefed us in 2007 to develop a campaign with the single minded objectives of: