Cunning helps improve kids' diets

Guerrilla marketing agency Cunning took over London's Leicester Square on 16 February, staging a live brand experience to promote new Channel 4 programme Jamie's School Dinners.

Celebrity chef and star of the show Jamie Oliver was on hand to prepare healthy meals for parents and children from Kidbrooke School in Greenwich, as part of his campaign to improve the nation's school dinners.

The school canteen setting was completed by a team of dinner ladies from the school helping out. "To draw the media and public's attention to the extremely important issue of nutrition in schools, we have created a fun, live brand experience for the media, parents and kids," said Cunning managing director Anna Carloss.

The agency spent two months prior to the event organising client liaison, health and safety, branding and event management.

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