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School Kitchen: Good Food Doing Good

Meet School Kitchen, a new concept in takeaways.

School Kitchen partners with local schools to take over their kitchens on evenings and weekends—when schools aren’t using them—to cook delicious, fresh takeaway food that offers bold flavours from around the world.

A share of School Kitchen’s revenue go right back to the schools and local communities, and social and environmental responsibility are core to how the company runs, from ethically sourced ingredients to eco-friendly delivery and packaging.

The Brief

School Kitchen challenged Wizzard with creating a brand campaign and launch assets that would help it gain a share of voice in the highly competitive takeaway food market while amplifying its ambition to create positive change.

The Wizzard Approach

Through consumer research and a brand workshop, we identified the heart of School Kitchen’s brand:

• Making food the hero
• Featuring big, bold flavours crafted by people with a passion
• Elevating the takeaway above the everyday
• Changing perceptions about the kind of food a school kitchen can offer

To bring the brand to life, we used bold colours, bespoke fonts, and—most importantly—mouth-watering images of School Kitchen’s food.

Then, we rolled School Kitchen’s brand out across a variety of launch platforms, from social media and htmls to the website and direct mail.

So, how’d it go?

The week School Kitchen launched its first location in York, it earned coverage in the national and local press—including the BBC and The Guardian—leading to just under 8 million views.

Since launch, School Kitchen’s sales have doubled every 3 weeks, and a quarter of its sales come from repeat customers.

And this is just the start: School Kitchen plans to expand nationally, and it’s in talks with 4 other multi-academy trusts, the largest of which plans to offer School Kitchen partnerships to all its locations.


You don’t have to take our word for it

Here’s what School Kitchen founder David Nicholson says about partnering with Wizzard to bring his vision to life:

“When we came to Wizzard, we had a very different, more corporate way of presenting School Kitchen.

The work Wizzard did in defining our brand has been instrumental in creating a launch campaign that connects with our customers and tells our story in a way that compels them to try our bold flavours.

It has been an integral part of our successful launch, and it will continue to help shape our future growth.”