Blast won the project following a competitive pitch and is responsible for developing the brand, its website through which educational activities will be led, social media tools and a launch film. The agency has worked with digital marketing agency Itineris and animation company Nipple, while PR and new business agency Red Setter is working with Blast to launch the campaign.
The film tells viewers that "the future of food is one of the biggest challenges on our plate" and says that humans "all need to take a fresh look at our relationship with food, because at the moment it is unsustainable". It can be viewed at the end of this story.
The initiative aims to educate people about nutrition and health. More than 33,000 experiment kits will be distributed to every school and further education college in the UK.
There will also be interactive experiences for families, both face-to-face and digitally, and a network of ambassadors who will deliver more activities across the country.
Lynn Huynh, marketing comms project manager at The Wellcome Trust, said: "The Crunch involves us communicating complicated topics to a very wide range of audiences, many of whom, for very valid reasons, do not have environment, nutrition and health as a high priority. So the name, look and feel needed to be contemporary, relevant and fun – allowing us to convey a serious message and inspire people to care about the issues."
Colin Gifford, creative director at Blast, added: "While The Crunch is playful and energetic, it also has a serious and thoughtful dimension. This versatility helps us engage with all our audiences, from children to foodies and policy makers."
Blast will co-ordinate the 14 other project partners involved in the initiative, including The Eden Project, Pearson and The University of Reading.
The official launch of The Crunch will be in March 2016 and the programme will run until the end of the year.