The Big Lunch PR Campaign / Table for One Campaign
01 — Project details
The aim of the project was to explore the link between communal meals and wellbeing, promoting The Big Lunch’s mission to foster community through shared meals.
As PR Director (via Wild Card PR) for the U`K charity, I led this major research project which explored the meal eating habits of Brits, and revealed that almost half of all meals were eaten alone.
To enhance the findings, we enlisted Oxford University Professor Robin Dunbar, who analysed the data and wrote a paper showing that communal eating increases happiness and social bonding. His insights gave the campaign scientific credibility, and he spoke about the campaign across media platforms.
02 — Outcome
We pitched the findings, published in the paper "Breaking Bread: The Functions of Social Eating," to national, online, and broadcast media. The story highlighted how communal meals strengthen social connections and positioned The Big Lunch as a leader in promoting community wellbeing.
The campaign generated over 100 pieces of media coverage (UK and abroad), resulting in increased awareness and participation in The Big Lunch. This research-driven approach successfully emphasised the role of shared meals in building stronger, happier communities.
7 million Brits participated in The Big Lunch events that year, and the charity became synonomous with community wellbeing.
100+
pieces of coverage
7M+
people joined a Big Lunch that year
50%
of meals in the UK are eaten alone, according to the reseach
1
academic study published as a result of our campaign