Branded Moments of Truth (BMT) is celebrating after it recieved two gold awards for its ‘Real Fast Food Show’ social marketing campaign, for The School Food Trust, at the ISP Awards last night.
At the pretigious event in London, BMT received the golds in the categories of energy, communications, professional and public services and personal responsibility as well as MASH and East Coast Exhibitions, receiving the joint service partner of the year award for their contribution to the show. The campaign was engineered on behalf of The School Food Trust, a body established by the Department for Education and Skills back in 2005, with the remit of promoting school canteen dinners in England as pupil’s lunchtime choice over high street junk food.
Luffa Khnom, Head of Experiential of BMT said: ‘School children are a notoriously difficult audience to influence therefore we needed the message to be delivered in a way that children would sit up and listen to. The highly visual and interactive roadshow created a dramatic thought provoking campaign that engaged children in an informative but entertaining way.’
With 1 in 10 children currently classified as obsese in the UK there is an urgent need to change attitudes and behaviour of children to improve their health and lifestyle. The show was initially piloted in 2008 across 18 host schools and due to its success a further 41 schools have been visited this year.
Client Brian Dow, Deputy Director of Communications at the SFT commented ‘ The campaign has been a huge success with pupils, teachers and local authorities alike embracing the roadshow as an incredibly effective medium through which to create a change of behaviour. 84% of pupils interviewed stated that the show would change what they eat with 99% saying they would tell friends and family about the show’
The ISP Awards honour the most creative and effective campaigns promoting sales or changing behaviour across all media channels. The judges approved of a relevant yet novel approach to a topical issue.
Project name: Get Real – The Real Fast Food Show
Client: The School Food Trust (SFT)
Creative agency: Branded Moments of Truth (BMT)
- ENDS -
For further information please contact Mark Joy, Managing Director at BMT on 020 7592 7520 or visit www.bmt.uk.com or www.bmtsocialmarketing.uk.com
Editors Notes:
Today’s consumers plot their own individual journeys from awareness to purchase. BMT specialise in understanding how these journeys work and then by delivering your Brand at the optimum moment, turn opportunities into Branded Moments of Truth (BMT) that deliver sales.
Our principal deliverables are based around understanding and impacting four key moments of direct influence on sales:
1. The Moment of Reference – what people are saying about a brand
2. The Moment of Experience – how a brand feels when brought to life as a live experience
3. The Moment of Added Value – how a branded offer stands out in a crowd
4. The Moment of Presentation – how a brand performs at the point of purchase
Current activities include:
• Activating Pilsner Urquell’s golf sponsorship of The Open in the trade
• Designed and implemented PCT toolkit and national roadshow alongside Bell Pottinger for the Department of Health to launch their Patient Choice initiative
• Rolling out of fun and interactive roadshow - ‘Get Real’ - to promote healthy eating in schools at lunchtime on behalf of the School Foods Trust
• Working across all Sportech brands including year two season launch of the New Football Pools
• Executing integrated marketing campaigns for the NHS in the areas of Smoking Cessation, Immunisation, Alcohol Abuse and Coronary Heart Disease.
