On TV, Jamie Oliver's plea to the nation were defaced by kids'graffiti. On posters, innovative reverse printing techniques revealed kids graffiti over Jamie's campaigning messages at night.In press, front and back images of Jamie Oliver on consecutive pages were used to show how the kids were playing pranks to sabotage the campaign. To generate PR, we created a canteen in Leicester Square in which Jamie Oliver served dinners to journalists, MPs and passers-by. They were offered a choice between the old, unhealthy school meals and Jamie's new recipes.

Prompted awareness of the campaign rose to 77% immediately prior to the start of series. The show achieved an average audience of 5 million viewers, Channel 4's highest rating show this year. 271,677 names were collected for a petition to government. The government pledged £280 million in extra funding for school dinners.