Jamie's School Dinners: an integrated campaign which triggered the start of a food revolution  (2006)

Best New Learning (The Charles Channon Award)Best New Agency (The John Bartle Award)n

Campaign: Jamie's School Dinners: an integrated campaign which triggered the start of a food revolution
Brand: Jamie's School Dinners
Client: Channel Four Television Corporation
Agencies: Michaelides & Bednash
Authors:

This paper demonstrates how Channel 4 and its partners made a real difference to the health of our nation through an innovative 360o integrated campaign around 'Jamie's School Dinners'. It demonstrates the value of a new generation of integrated campaigns fusing programming into the advertising and marketing mix - akin to a cause-related, advertiser funded programming-led approach. The campaign delivered a total advertising surplus of £2.18m above total costs - a net conventional ROI of 148%. The campaign delivered £280m of additional Government funding for school dinners - equivalent to an ROI of 620%. The campaign also provides valuable new learning on the potential value of programming within the marketing mix, particularly for cause-related marketing organisations.

Special Prize for Best New Learning (The Charles Channon Award), Best New Agency (The John Bartle Award)