BBH Creates Campaign to Transform School Food Across the UK: BBH has partnered with leading food and education organisations to launch The School Food Project, a new national brand aimed at transforming the quality of school meals across the United Kingdom.
The coalition brings together influential groups including Bite Back, Chefs in Schools, Jamie Oliver Group, School Food Matters, and The Food Foundation. Together, they aim to elevate food standards, enhance food education, and ensure that students receive nutritious and appealing meals.
BBH has developed the brand identity for The School Food Project, with a nationwide campaign scheduled to launch in September 2026. The initiative has already secured £2.3 million in funding from prominent philanthropic organisations, including the Henry Smith Foundation, the Christopher and Henry Oldfield Trust, the Ampney Brook Foundation, and the Macdoch Foundation.
The campaign builds on BBH’s longstanding collaboration with Chefs in Schools, leveraging its experience in promoting better food culture and education. By scaling these efforts into a national movement, the initiative seeks to drive systemic change in how school meals are prepared, served, and perceived.
New research from The Food Foundation highlights the significant impact of improved food quality on student participation. Case studies show school meal uptake rising dramatically—from as low as 28% to as high as 90%—when standards improve. Similarly, Chefs in Schools reports increased lunch participation in 88% of its partner schools, alongside higher consumption of fruits and vegetables and a greater willingness among students to try new foods.
The upcoming campaign will align with the rollout of new government standards for school meals, aiming to build public awareness and demonstrate what high-quality school food can look like in practice. Alongside the campaign, a comprehensive support programme will assist schools and caterers in enhancing food quality, boosting participation, and embedding better food education nationwide.
Jo Ralling welcomed the partnership, noting that BBH’s creative expertise will play a crucial role in driving meaningful change and improving children’s health outcomes.
Meanwhile, Karen Martin emphasized the broader mission behind the initiative. She stated that access to nutritious school food is not a luxury but a fundamental right that directly impacts children’s development and ability to learn. Martin added that the project reflects BBH’s commitment to using creativity as a force for positive, systemic change.
With strong backing, proven results, and a unified vision, The School Food Project positions itself as a transformative force in reshaping school nutrition and fostering healthier futures for children across the UK.
