BBH develops brand for UK school food initiative

BBH has created the brand identity for The School Food Project, a coalition-led initiative focused on improving the quality of school meals across the UK.

The project brings together organizations including Bite Back, Chefs in Schools, Jamie Oliver Group, School Food Matters and The Food Foundation. Backed by £2.3m in funding from philanthropic foundations, the partnership aims to help schools adopt improved food standards and expand access to nutritious meals.

Coalition targets nationwide improvement

The School Food Project will support schools in upgrading meal quality, strengthening food education and increasing student participation in school lunches. The initiative builds on existing work led by coalition members and seeks to scale impact through a coordinated national effort.

BBH’s involvement extends its collaboration with Chefs in Schools, applying its experience in promoting better food culture in schools to a broader programme.

Data highlights impact of improved meals

Research from The Food Foundation indicates that improving school food quality can significantly increase meal uptake, with case studies showing participation rising from 28 percent to 90 percent. Separately, Chefs in Schools reports increased lunch uptake in 88 percent of its partner schools, alongside higher fruit and vegetable consumption.

These findings underpin the coalition’s approach, positioning food quality as a driver of both nutrition and engagement.

National campaign set for September rollout

BBH plans to launch a national campaign in September 2026, aligning with the rollout of updated government standards for school meals. The campaign will focus on building public awareness and demonstrating practical examples of improved school food.

Jo Ralling, Head of Campaigns, The Food Foundation: "We're beyond grateful to have BBH with such an outstanding reputation join forces with us. Their work is renowned to deeply resonate with audiences and make a difference, and that's what we need to do to truly create the change we need and significantly improve children's health. We're very excited about what's to come".

Creativity supports systemic change

Alongside the campaign, the initiative includes a support programme designed to help schools and caterers improve food quality and embed food education practices nationwide.

Karen Martin, CEO, BBH: "Access to good food at school shouldn't be a privilege; it's fundamental to children's health, development and ability to learn. We've seen that first-hand through our long-standing work with Chefs in Schools, so supporting the School Food Project was something we felt strongly about. This is about using creativity to help drive real, systemic change."

www.foodfoundation.org.uk

www.bartleboglehegarty.com

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