The Clearing help Marcus Rashford and Tom Kerridge call Full Time on child food poverty

Michelin-starred chef Tom Kerridge and Manchester United football player Marcus Rashford have teamed up to launch Full Time, an initiative aimed at ending food poverty through a video series that will teach lower income families to whip up cheap and healthy meals.

Rashford and Kerridge worked with London-based creative agency The Clearing to create the visual identity and strategy of the brand, with the aim of breaking down people’s fear of cooking and the stigma attached to food vouchers.

The nationwide initiative is in support of the #EndChildFoodPoverty campaign launched by Rashford in September 2020, and in partnership with his Child Poverty Taskforce, supported by Facebook and Instagram. Together, the goal is to call ‘Full Time’ on child food poverty.

“Full Time balances the personal brands of both Marcus and Tom – distinct but sitting comfortably alongside each other,” says Richard Buchanan, MD of The Clearing.

“The name has to work as a campaigning voice as well as headline a weekly cook-a-long show on IGTV. The name works at different levels for the brand: it calls #FullTime on hunger to #EndChildFoodPoverty, it makes sure kids feel ‘Full’ up at the end of the day, and it helps families make ‘Time’ to cook together. And of course, the footballing reference ties the brand firmly back to Marcus,” adds Buchanan.

Rashford and Kerridge will post one recipe a week on Instagram, for a total of 52 easy to follow recipes that offer the skills and confidence to cook proper food. The first phase of the project focuses on food education and kitchen confidence.

“We needed to come up with a creative project that really engaged children most in need, preparing them for what adult life has to offer, whilst also attracting all children to break down stigma around usage of the vouchers. This project is for every child and I really hope parents and carers will benefit from having a bit of valuable time together in the kitchen when family activity is heavily restricted by financial restraints,” says Rashford.

The Instagram page, where the weekly videos will be launched, has been divided into seven highlighted stories: Full Time, Marcus, Tom, your attempts, famous faces, BTS and weekly recipes.

Recipe cards will also be available in selected supermarkets every Sunday morning. Every recipe will feature a QR code linking through to the Full Time Instagram page where users can access short-form tutorial videos, hosted by Tom, Marcus and a selection of celebrity guests and families.

“We don’t want you to be fighting with your kitchen, and we don’t expect you to have lots of equipment, you can still make great tasting, fun and filling food. Marcus has always been one to encourage life skills and cooking is a valuable skill that everyone can embrace and that will see you through the whole of your life,” says Kerridge.

 

Rashford and Kerridge call Full Time on child food poverty