The body, set up by the Government in 2005 to raise the quality of school meals, selected Bright Young Things Communications following a five–way pitch.
News of the campaign has emerged in the same week the latest nutritional guidelines for school dinners were slammed by the Local Authority Caterers Association.
Bright Young Things will attempt to combat negative perceptions of school dinners among parents and stakeholders. It will support the press office and manage consumer campaigns, as well as try to tap into current media stories about childhood obesity.
Agency founder and MD Niall Cowley said: ‘This is about rebranding school dinners, getting away from the image of generic grey slop. The trust wants to make sure that turkey twizzlers and chips can never happen again.’
Bright Young Things was set up in 2008. The agency fended off Tetra Strategy, the Red Consultancy, Band & Brown Communications and incumbent Kindred to land the account.