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Can your kids Cook 5?

At the end of 2012, Four Colman Getty was hired by the founders of LEON Restaurants, John Vincent and Henry Dimbleby to bring to life their vision of getting the nation’s children to cook.This involved devising the framework and the positioning for the campaign - which ranged from putting our thinking caps on to come up with the name Cook 5! to structuring the prizes to create a drip-feed of engagement – as well as a fully-integrated PR and communications plan which included a significant media partnership with The Times.After much planning and discussion, Cook 5 was launched in February online at www.cook5.co.uk – a website built by our colleagues at Four, and in-paper with a cover feature in The Times Weekend. We challenged kids to create and cook their most creative dish to be judged by Raymond Blanc, Giles Coren, Tony Turnbull and John and Henry themselves, whilst also encouraging all children to get involved with a wider, long-standing campaign to Cook 5 savoury meals for themselves, family and friends.The result… coverage for LEON and Cook 5 not only in The Times, but on Woman’s Hour, TES, mumsnet, Junior Magazine and through BBC GNS reaching 12 regional stations. So far, the website has nearly 3,000 registered users and close to 300 dishes uploaded. Prizes include LEON hampers and e-books, as well as cash prizes for your family or for your school… so what are you waiting for? Get cooking!

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