Channel 4 wanted a campaign that would ring-fence all of their famous chefs and call attention to the need for unified public action in an important area of the public health debate. By not taking things too seriously, 4Creative were able to inspire audiences to engage with a serious subject. The solution was to get all of Channel 4’s famous cooks to subvert their reputations as participants in a team building exercise, which cleverly exposed each of their foibles while shining a light on the larger issue of Britain’s nutrition.
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