Chefs in Schools has partnered with BBH London to develop the ‘Give a Sausage’ campaign to promote better meals in schools. The campaign aims to speak to the organisation’s key audiences of parents, teachers and politicians in a new tone of voice with a new visual identity; taking on a revolutionary tone that demands to be heard in a playful, positive manner.

The campaign centres around a new film created by BBH and featuring children who ask audiences 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 children stating 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.”

The children go on to explain that “so many school lunches are still stuck in the turkey dinosaur age and it’s feeding unhealthy futures.” But the narrative of the ad is one of hope, telling audiences that “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 children do an excellent job at conveying the message through performances that show exasperation toward what is currently on offer. The narration is teamed with an upbeat soundtrack and bright primary school setting to convey a message of positivity and hope for the future. 

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 aims to continue conversations around 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.

Tom Kerridge, 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.”

The ‘Give a Sausage’ campaign is backed by culinary stars and food campaigners including Prue Leith and Tom Kerridge who aim to highlight the importance of quality school meals as part of the UK-wide Chefs in Schools initiative. 

Alongside the film, BBH has created a series of print executions that will feature in OOH sites in London and Manchester, in space that has been donated by street advertising specialists, JACK and City Outdoor Media. The campaign will also run on Social Media fronted by chefs, food producers and influencers such as Chantelle Nicholson, Amelia Freer and Thomasina Miers.

The campaign aims to raise awareness for the charity, asking people to donate, write to their MPs, and speak constructively to schools about how to make lunches as healthy as possible. It also encourages schools to sign up to a School Food Charter, which is a commitment to serving freshly made, high-quality school meals.