Govt plans to bolster faith in school meals

The Government has brought in a PR agency to handle a major campaign to build ­public confidence in school dinners.

The appointment of Geronimo Communications comes as it desperately tries to tackle the nation's spiralling levels of child obesity.

On behalf of the School Foods Trust, Geronimo will target parents, teachers, children, councils, school cooks and private sector suppliers to encourage take-up of school food.

The Government has adopted various measures to improve the quality of school food since celebrity chef Jamie Oliver's much-lauded TV programme Jamie's School Dinners catapulted the issue up the political and public agenda. Oliver was even granted a one-to-one with Tony Blair.

Geronimo's campaign - estimated to be worth fees of around £200,000 - sees the agency reporting to SFT director of comms Chris Wainwright.

‘We want to say that eating well not only improves health but concentration, behaviour and performance,' Wainwright told PRWeek.

A series of campaigns will run under the banner ‘Eat better do better'. Geronimo said tactics being considered include handing out ‘loyalty scratchcards', with prizes for youngsters who eat school dinners regularly.

Geronimo pipped Blue Rubicon, Frank PR, Band & Brown Communications and Good Relations to secure the brief.

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