Channel 4 wanted to ignite a public debate about food production, animal welfare and healthy eating in the UK with a season of 8 programmes. So we took the 3 great and hugely competitive titans of British cooking: Gordon Ramsey, Jamie Oliver and Hugh Fearnley-Whittingstall, and tried to do the impossible: make them work together for the cause. The fierce rivalry between the three personalities soon comes through, making it inevitable that this food season was going to turn into one Big Food Fight.

Heavyweight Tv and poster activity showing the 3 chefs trying to learn how to work together in camp. The extended version of the trail was uploaded to Youtube. Iconic images appeared throughout national press and tubes, and on-air ‘graphic stings’ filled the channel. Channel4.com/food launched with a thorough seeding campaign. The Cookalong programme had its own microsite featuring the menu for the event, and a digital email invitation voiced by Gordon Ramsey was created to invite others to take part, including maps of participants. People in Ramsey masks with menus and ingredients encouraged potential shoppers in supermarkets to take part.