We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Channel Four: Jamie's School Dinners - an integrated campaign
Channel Four: Jamie's School Dinners - an integrated campaign
Channel Four: Jamie's School Dinners - an integrated campaign
This paper demonstrates how Channel 4 and its partners made a real difference to the health of our nation through an innovative 360 integrated campaign around 'Jamie's School Dinners'. It demonstrates the value of a new generation of integrated campaigns fusing programming into the advertising and marketing mix - akin to a cause-related, advertiser funded programming-led approach. The campaign delivered a total advertising surplus of £2.18m above total costs - a net conventional ROI of 148%. The campaign delivered £280m of additional Government funding for school dinners - equivalent to an ROI of 620%. The campaign also provides valuable new learning on the potential value of programming within the marketing mix, particularly for cause-related marketing organisations