BBH and Chefs in Schools initiative Give A Sausage

Culinary stars and food campaigners including Prue Leith and Tom Kerridge are backing a campaign to highlight the importance of quality school meals, as part of the UK-wide Chefs in Schools initiative.

Chefs in Schools partnered with BBH London to develop a platform idea and new brand world which speaks to the organisation’s key audiences of parents, teachers and politicians. The new tone of voice and visual identity embody a revolutionary tone, demanding to be heard in a playful, positive manner.

The campaign centres on a new film, created by BBH, which is fronted by children who want us all to “give a sausage” about what’s on their lunch plates, because “feeding us well at school feeds a better future.”

Filmed in a London primary school, the ad features a series of kids laying out the facts about school meals. It starts with a boy saying “Nobody gives a sausage about what I eat at school” because “everyone thinks the whole school meals thing was fixed ages ago.”

Chefs In Schools – Do You Give A Sausage?

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Agency BBH/London
Production Company Black Sheep Studios (In-House at BBH/London)
Director Korrie Powell

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Credits

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Agency BBH/London
Production Company Black Sheep Studios (In-House at BBH/London)
Director Korrie Powell
Creative Marc Rayson
Creative Callum Prior
CEO Karen Martin
Joint Chief Strategy Officer Will Lion
Producer Rory Reames

DP Toby Leary
Executive Producer Callum Harrison
Producer Rachel Bashford
Post Producer James Ketterer
Colorist Tim Martin
Editor Tomas Ossipoff

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It turns out that “so many school lunches are still stuck in the turkey dinosaur age and it’s feeding unhealthy futures.” But there is hope: “These people called Chefs in Schools give a sausage, and want you to give a sausage too. To put proper meals on lunch plates across the country because feeding us well at school feeds a better future. That’s why kids like us need Chefs in Schools.”

The pandemic put school food in the spotlight when parents shared images of the food their children were being sent to eat at home. This campaign wants people to continue the conversation about the importance of good food being served in schools, challenging the UK to take action to make sure every child can access a quality school meal.

Karen Martin, CEO of BBH London, said: “Chefs in Schools is an incredible organisation and it’s been a pleasure to partner with them in their mission to make healthy food accessible to all. My own daughters are at a school that works with Chefs in Schools and I have seen first hand the difference it makes to serve nutritious lunches that keep everyone happy.”

Tom Kerridge, who is also co-founder of Full Time Meals with Marcus Rashford, said: “This is a cause close to my heart. It’s heartbreaking to think that 4.2 million children in the UK are living in poverty, no child should go to bed hungry but far too many do. Serving good food in schools is vital if we want children to learn and reach their potential.”