The need for education
To launch the initiative, Citizen developed newsworthy research spotlighting the need for practical food education; 1,000 children aged 6-11 were interviewed, revealing that, while disconnected from food, when given the chance to get hands on in the kitchen, their passion is potent. Using its news nouse, Citizen crafted arresting angles such as children can identify emoji-friendly ingredients like avocado (76%) and aubergine (66%) yet a tenth think eggs come from cows, a third don’t know tuna comes from fish and 10% have never eaten cherry tomatoes.
Leading with the hard-hitting news from Public Health England that 4.4% of year 6 children need medical help for obesity, Citizen created a heart-warming film of children cooking at Charles Dickens Primary School. The content highlighted the need for food education, showcasing their knowledge gaps and delight at making delicious meals.
The Zanussi partnership helped Cook School scale from part time volunteers to a full-time team, reaching 10,000 children with more content, more worksheets and more ovens for schools. While lending Zanussi a higher purpose, the campaign gave the charity a profile resulting in a waiting list of 50 schools and numerous volunteering offers.
Giving children skills to cook healthy, balanced food is a crucial step towards tackling childhood obesity. Citizen’s match making between Zanussi and Cook School helped spotlight and take action on the issue, transforming the brand’s strategy, building equity for Zanussi as making a difference to British family life.
So, as you’re plugged into Zoom this summer, don’t get drawn into sibling mediation and iPad arguments all the while juggling spreadsheets and PowerPoint. Encourage the kids into the kitchen. Who knows, you may both end up benefitting from the results.