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...