News • 27/01/22

Jack & Grace wins brief to connect children with food and farming

A girl in a farm field holds purple produce
A girl in a farm field holds purple produce

As a nation we’ve lost connection with the land that sustains us. This has big consequences for national health, sustainability and equality.

Charity, The Country Trust, is on a mission to change that with bold plans to dramatically extend its reach.

“We have big plans so we needed a communications partner able to challenge us in the right way so our message is as bold and brave as our aims.” says Jill Attenborough, CEO of The Country Trust.

For more than fifty years the organisation has been giving children and young people the chance to discover first-hand the connections between the food they eat, their own health and the health of the planet.

From year-long programmes on growing and cooking food, to immersive educational experiences on working farms, The Country Trust opens up a world that enriches children’s lives.

“Our work builds a rich bank of experiences which fuels imagination and vocabulary, increases self-esteem and resilience” continues Attenborough.

“It enables children to ask questions, make informed decisions about food and the world they live in, and allows them to experience the fun and freedom of being a child playing outside. Because when we don’t understand where food comes from, how it’s grown, or have the chance to spend time outdoors there’s a significant knock-on effect for health and the environment.”

The Country Trust is the latest client in the sustainable food space where Jack & Grace has reshaped the communications strategy before delivering to engage diverse audiences.

Laura Chambers, co-founder of purpose-driven agency Jack & Grace, said: “We’ve had the chance to hear direct from teachers, children and farmers about the huge impact of The Country Trust’s work. It’s safe to say we’re thrilled to be working with the charity.

“Stripping things back to look at what an organisation really needs to say, to who, and how is the work we love to do. Having the chance to now turn that strategy into a comms programme including some brilliant creative campaigns is so exciting.”

Jack & Grace’s experience in sustainable food includes British tomatoes, Riverford, and The Greenhouse Growers – pioneers of low carbon food.