TOBY CARVERY
When king of the roasts Toby Carvery embarked on a mission to teach kids about the journey their food makes from farm to fork, WPR devised a surefire way to get them scoffing their five a day.
Partnering with Government initiative the Year of Food & Farming to add credibility to our campaign, we launched a microsite jam-packed with tips and info on how to get kids piling their plates high with fruit and veg. Next, we linked with local primary schools to run a series of Chef Schools: hands-on, behind-the-scenes restaurant experiences for kids involving everything from blind-folded taste tests to carving demos.
From Swindon to Sunderland, journalists and teachers alike ate it up, with more than 30 school enquiries on the back of our six chef schools. Our budding Jamie Olivers generated 20 high quality regional press hits, worth over £30k.
But there was more to come. Over 500 children across the UK put crayon to paper and entered our competition to create a design worthy of adorning Toby Carvery placemats. And national magazine giveaways offering a family break on a working farm as the star prize attracted almost 150,000 entries nationwide.
By the end of the campaign we’d cooked up a storm, with tens of thousands of pounds worth of column inches seen by over 9 million people. We all went to Toby Carvery for a slap-up meal to celebrate.