Channel 4 Jamie's School Dinners: Sparking a national debate on nutrition

Today's generation of children is the first in history to be expected to die before their parents as a result of long-term health and diet-related problems.

Channel 4 Jamie's School Dinners: Sparking a national debate on nutrition

SNAPSHOT

The compelling combination of a culinary icon and a social marketing campaign triggered the start of a food revolution.

KEY INSIGHTS

  • An inspired partnership of Channel 4 and TV chef Jamie Oliver took on the huge challenge of tackling the significant rise in childhood obesity through a radical TV series.

  • Built around the high-profile TV programme, the multi-channel campaign departed from the norm by fusing programming into the marketing mix.

  • The result was not only a massive leap in government funding, but it netted Channel 4 an impressive...

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