Co-op has become the exclusive digital partner for Facebook’s Hack for Good initiative to drive awareness of Marcus Rashford and Tom Kerridge’s Full Time campaign.
In response to the UK Government’s uplift of the Healthy Start voucher scheme, Marcus Rashford MBE and Michelin-starred chef, Tom Kerridge, joined forces to launch ‘Full Time: Get Cooking with Marcus & Tom’. This nationwide initiative (launched in April) is in support of the #EndChildFoodPoverty campaign and is in partnership with Marcus Rashford’s Child Poverty Taskforce, supported by Co-op, Facebook and Instagram. Together, the goal is to call ‘Full Time’ on child food poverty.
With a focus on social media, Full Time is all about sharing pocket-friendly recipes – created by chef, Tom Kerridge. The recipes are simple and easy to follow with an emphasis on limited kitchen equipment and the inclusion of store cupboard goods with a longer shelf life – all designed to help teach children cooking skills for the future. You can catch the cook-along videos via the Instagram account @fulltimemeals and watch Tom and a celebrity guest cook a different recipe every Sunday.
Hack for Good unites brands and cause organisations with Facebook’s creative experts, working together to solve some of the planet’s biggest challenges. The Co-op’s Facebook and Instagram accounts will be hosting an interactive filter over five weeks for users to dine out on and learn more about the campaign and how they can get involved.
In a match of man vs food, the aim of the game is to catch ingredients in your mouth as they fall from a reusable Co-op shopping bag, grabbing as many points as possible until ‘Full Time’ is called. To reflect the variety of meals created by Tom, the ingredients that fall on the filter will be from one of the Full Time recipes and will change each week.
Fiona Tasker, Social Media Campaign Manager at Co-op, said:
“It’s great to be working in partnership with Facebook and Hack for Good on such a crucial campaign. Co-op is a long-term supporter of Marcus Rashford and we are members of his taskforce, working together in tackling food poverty. The Full Time filter is something simple but fun, providing delicious, easy recipes whilst raising awareness of this important issue.”
Mark Hamilton, Head of Marketing Social Good and Business Equality EMEA at Facebook, said:
“We are delighted to be working with the Co-op on the Hack for Good initiative and the creation of an interactive filter for the Full Time series. Our goal is to work with brands to drive positive social change utilising our platforms and working with Facebook, Instagram and our client creative teams. We hope that the series and new filter will help drive awareness around the serious challenge of child poverty in the UK and inspire people to try the recipes and connect with each other.”