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

As part of its public service broadcasting remit, Channel 4 needed an issue to champion. It found it in school dinners.
Agency: Michaelides & BednashAuthors: Jason Gonsalves, Cameron Saunders, Joanna Bamford, Rufus Radcliffe and Nick Stringer

Channel 4 – Jamie's School Dinners: an integrated campaign which triggered the start of a food revolution

SUMMARY

As problems go, the diet and long term health of our nation is about as big as they come. At the time of writing the headlines were of obesity doubling amongst teenagers in the past year – a “ticking timebomb” threatening to place enormous future burdens on the NHS, cutting short thousands of lives.1

This paper demonstrates how Channel 4 made a real...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands