This paper demonstrates how Channel 4 and its partners made a real difference to the health of our nation through an innovative 360o integrated campaign around ‘Jamie’s School Dinners’. It demonstrates the value of a new generation of integrated campaigns fusing programming into the advertising and marketing mix – akin to a cause-related, advertiser funded programming-led approach. The campaign delivered a total advertising surplus of £2.18m above total costs – a net conventional ROI of 148%. The campaign delivered £280m of additional Government funding for school dinners – equivalent to an ROI of 620%. The campaign also provides valuable new learning on the potential value of programming within the marketing mix, particularly for cause-related marketing organisations. 

Media used TV: Print: Outdoor: PR: Radio: DM: Press

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