As the organisation behind more than 60,000 school meals every day in Birmingham, my client Cityserve is big on health. In September 2018 it launched a plan to cut the amount of sugar stocked by its schools by 30% within a year.
The plan was to put a range of measures in place for Cityserve schools, including new recipes, product substitutions and limiting some condiments and other products. The initiative tied in with ongoing commentary within the media and wider society on sugar consumption and reduction.
As well as issuing a press release announcing the launch to trade, local and regional publications and outlets, we invited media to the event at Cityserve headquarters that coincided with a milestone visit from schools as part of ongoing efforts to teach pupils about healthy eating.
On launch day, local BBC radio station BBC WM covered the story on their breakfast show. The launch was attended by BBC Midlands Today, who covered it live at lunchtime as well as producing a package on Cityserve’s sugar reduction campaign on the evening news as well.
Alongside this coverage, the launch was covered extensively by education catering press, including Educatering Magazine, Cost Sector Catering and Education Business.