In the Channel 4 programme “Jamie’s School Dinners”, Jamie Oliver sets out to improve the food in Britain’s schools, where the bad diet is affecting health, behaviour and even life expectancy. The campaign focuses on the conflict between Jamie’s desire to serve up good nutritious meals and the kid’s rejection of them in favour of their beloved chips and processed food. The campaign thought is that, whatever Jamie does, “the kid’s are having none of it”. The thought was executed across numerous communication channels including both traditional and non-traditional media.

The campaign launched with trailers on television. As Jamie talks about his challenge, graffiti appears onscreen, belittling his food and his efforts. The idea was transferred to posters where, by using new technology, what appeared in the daytime to be an ordinary ad was transformed at night to become covered in the same abusive graffiti. The campaign was translated into press, radio and a cover wrap, as well as an event in central London where Jamie served up his meals to the public. Underpinning everything was an intensive PR campaign that built the programme into Britain’s biggest story.