What we did

As well as utilising global assets, we identified that a UK news hook was needed to relate the campaign back to our news agenda. We commissioned a study that showed almost half of British parents have ‘given up’ trying to feed their children five-a-day.

To take our story to UK media, we enlisted the support of BBC pundit, ex footballer and dad Jermaine Jenas as our spokesperson, and an influencer strategy that included micro bloggers and inspirational sports people including Sam Quek and freestyler Liv Cooke.

The activity kicked off with a surprise visit from Jenas at a London primary school where he took part in the children’s weekly fitness session, enabling us to create content for online media, broadcast and social.

Adding additional personality to the campaign and content for national press, we created a video of Jenas tasting different fruit and vegetables with three five-year-olds. The final edit captured a mix of reactions from love to disgust! Alongside an infographic, this was pitched into national online titles.

The final phase of the campaign, to ensure longevity across the summer, was a series of advertorials in schools’ newspaper First News, offering one school the chance to win a coaching session with Jenas. This ran throughout September and October, culminating in a visit to see the competition winner at a primary school in Wimbledon. This led to drive further content and coverage across social media and national press.