Childhood Nutrition Campaign
Burnley Together
01. The Brief
Burnley Together commissioned Creativeworld to develop a campaign encouraging healthier eating habits among children, in response to rising childhood obesity levels across Lancashire.
The campaign supported the Council’s wider vision of creating a healthier, happier and more vibrant Burnley, encouraging families to make healthier food choices, eat locally sourced produce where possible, and inspire children to become more engaged with the food they eat through cooking and growing their own produce.
Alongside improving children’s health and wellbeing, the campaign aimed to strengthen community connections through local partnerships and shared messaging.
The campaign was delivered in two phases, with each phase developed for a different age group and approach.
Phase One focused on children aged 9–11, using printed resources to introduce key healthy eating messages.
Phase Two expanded the audience to 11+, introducing digital content, social media and engaging cooking videos featuring Marc Pugh, the “Foodie Footballer”.
02. The Solution
Creativeworld developed a campaign that adapted its content and channels to suit each age group.
For Phase One, we created a suite of printed materials aimed at children aged 9–11, including banner stands, posters, leaflets and postcards. These were distributed through Christmas activity packs to youth clubs across Burnley, helping introduce healthy eating messages during the school holidays.
We also created a series of easy-to-follow recipe cards for the campaign website. Using clear and accessible language, the recipes provided a practical way for children and families to get involved with cooking healthier meals together.
For Phase Two, aimed at those aged 11+, we partnered with Marc Pugh, the “Foodie Footballer”, to create a series of engaging cooking videos. Featuring young people alongside Marc, the videos demonstrated simple, healthy recipes while making healthy eating and cooking feel more relatable to an older audience.
The video content was supported by a targeted social media campaign, helping extend the campaign’s reach to parents, carers and families.
We also developed a stakeholder toolkit, giving local partner organisations campaign messaging, graphics and downloadable assets to share through their own communication channels. This helped extend the campaign through trusted organisations across the borough while maintaining consistent messaging.
The Services
Campaign strategy
Graphic design
Social media
Video
Digital marketing
Content creation
Stakeholder communications
03. The Results
The campaign delivered strong engagement, particularly across the digital activity supporting Phase Two.
Within the first three weeks of the Facebook campaign, the content achieved:
%
Impressions
%
Link clicks
%
People reached
%
Landing-page views
The campaign achieved a 3.78% click-through rate (CTR) and a £0.12 cost per click (CPC), helping drive audiences towards childhood nutrition information and resources.
The content also generated 31 post shares and 15 post saves, showing that audiences were actively engaging with the campaign and sharing the content with others.
Further results can be added as the wider campaign develops, including stakeholder engagement and the overall impact of the Childhood Nutrition campaign.
For more information about the campaign or for Health Marketing expertise, please get in contact by either calling us on 01282 858200 or emailing us at health@creativeworld.co.uk.
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