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McDougalls Healthiest School Food Award
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Objective
As part of McDougalls' healthy promise, McDougalls Healthiest School Food Award was created to recognise the measures that both primary and secondary schools across the UK are taking towards healthy eating for their pupils. Cash prizes of £3,000 were given out – £500 to the three finalists who each won a specific category, with the overall winner scooping a further £1,500.
Target Audience
• Primary and Secondary School Caterers
Strategy
A brand identity was created and then in conjunction with LACA, ASSIST, and local authorities, the information was distributed to the schools. We also placed strategic advertising within key media to attract entrants. There were a total of five rounds to the competition:
Round 1 – Schools completed a short questionnaire detailing food and drink options available and how they encourage take up of healthy options and activities within the school.
Round 2 – The top 20 were notified, a week’s menu cycle nutritionally analysed - the top six of which went through to round three.
Round 3 – The head teacher from each of the six schools underwent a short telephone interview so that the judges could gain a deeper understanding of how the school approaches healthy eating.
Round 4 – The top three schools received a visit from the judges.
Final – The three successful schools were invited to an award ceremony at the ASSIST AGM, where the results were unveiled.
Results
In the first year we received over 300 entries and building on that success were able to incorporate additional categories for 2007, positioning McDougalls as a category leading brand in the pursuit of healthier school meals.
Adam Stevens, head teacher, Heys Tameside School, 2007 winner commented: "It wasn’t just the money that changed things in school it was the recognition and encouragement that the award gave us that moved our drive for healthy living forward. By developing healthy habits in children today, we have a better chance of them having healthy life in the future. “
Moving forward, Premier Foods acquired RHM Foodservice at the end of 2007 and were able to build on these foundations, creating the Premier Culinary Academy for Schools, which was launched in 2008.
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