Headland to lead Leon Restaurants' DfE-commissioned school meals campaign

Headland has won a brief to co-ordinate a major campaign focused on ensuring the UK's schoolchildren eat healthy school meals.

School meals: Education Secretary Michael Gove visits Lauriston School in Hackney
School meals: Education Secretary Michael Gove visits Lauriston School in Hackney

Headland Consultancy, which recently received investment from former Fishburn Hedges executives Neil Hedges and Dan Mines, has been appointed by Leon Restaurants to lead comms delivery for the Government-commissioned School Food Plan.  

Leon, a healthy fast food restaurant group established in 2004, was briefed by the Department for Education in 2012 to create a detailed plan to examine school food across the country.  

Leon co-founders Henry Dimbleby and John Vincent have been charged with creating an action plan to accelerate improvement in school dinners and examine the role of food more broadly in school life.  

Headland will work closely with the Department for Education and Leon to plan and deliver a high-profile, content-led campaign to help raise awareness and drive participation from parents, children, teachers and other stakeholders.  

Dimbleby commented: ‘The School Food Plan is entering a critical delivery phase, so it’s fantastic to have Headland on board. This important and challenging campaign involves complex messages that need to reach a broad range of audiences, many of whom still have the perception that school food is worse than it really is.   

‘We look forward to working with Headland to surmount these challenges and make sure the project gets the positive publicity it richly deserves, to get more children eating healthily at school.'

The account will be led by new account director Oliver Tilley and account executive Kitty Owen.   

Headland CEO Chris Salt said: ‘This is an extremely exciting brief, encompassing elements of digital, content and campaigning. It really plays to the agency’s breadth of offer, which spans corporate campaigning and comms planning, following investment in new people in 2012.  

‘We first worked with John and Henry to provide financial comms advice to Leon in September 2012, and it’s great we’re now working with them to tackle this critical issue.’  

This latest win follows the investment of Hedges and Mines in the agency last year, which has seen it hire senior corporate comms operators including Suzanne Morris from Fishburn Hedges and Dan Smith from Blue Rubicon.

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