Meet the 85%

Summary

Working with a global food brand, we wanted to understand the reality of people living with food insecurity around the UK. Not those who qualify for Free School Meals, but those who miss out because they're just beyond the threshold. What we found out shocked us.

We conducted depth interviews with teachers and nutritional experts to get their take on the problem, and then visited homes around the UK to understand the reality on the ground with parents and kids. In addition, we asked the parents to keep diaries of the preparation of the kid's lunchboxes, and children to share the social pressure they were under from their peers.

Background

We conducted depth interviews with teachers and nutritional experts to get their take on the problem, and then visited homes around the UK to understand the reality on the ground with parents and kids. In addition, we asked the parents to keep diaries of the preparation of the kid's lunchboxes, and children to share the social pressure they were under from their peers.

Working with a global food brand, we wanted to understand the reality of people living with food insecurity around the UK. Not those who qualify for Free School Meals, but those who miss out because they're just beyond the threshold. What we found out shocked us.

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Our approach

Working with a global food brand, we wanted to understand the reality of people living with food insecurity around the UK. Not those who qualify for Free School Meals, but those who miss out because they're just beyond the threshold. What we found out shocked us.

We conducted depth interviews with teachers and nutritional experts to get their take on the problem, and then visited homes around the UK to understand the reality on the ground with parents and kids. In addition, we asked the parents to keep diaries of the preparation of the kid's lunchboxes, and children to share the social pressure they were under from their peers.

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Testimonials

“Meet the 85% provided us with a sparkling slap in the face in terms of output; a vivid and up close portrayal of the realities of modern Britain. Quite the opposite from the generic bland observations so often reheated by bigger research houses.”

— Max Keane, Chief Strategy Officer, VCCP Blue.

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