Big Jubilee Lunch project in TV push

McCann London has created a TV spot designed to raise awareness of The Big Jubilee Lunch, the Eden Project's bid to get people together with their neighbours for the Queen's Diamond Jubilee on Sunday 3 June.

The Big Jubilee Lunch is a National Lottery-funded project created by the Cornwall-based social enterprise and supported by MasterCard, EDF Energy, Kingsmill and Asda.

It encourages communities to hold group lunches with friends, family and neighbours on the day.

The ad shows people from all over the UK sitting on chairs and tables and telling the camera what they will bring. Celebrities including Barbara Windsor, Phil Vickery and Hugh Fearnley-Whittingstall also appear.

Universal McCann was appointed by the Eden Project to handle media planning and buying.

It has booked the ad onto digital TV channels E4, More4, Gold, Dave, Blighty, Good Food, Home, Really, and Watch. It will also be shown on the large BBC Big Screens placed around the UK, supported by cinema activity.

Rita Broe, strategic marketing director at the Eden Project, said: "We’re delighted with the way UM and McCann embraced our brief and we know this campaign will help even more people to take the plunge and knock on their neighbours’ doors to organise community celebrations."

McCann London's creative directors Matt Crabtree and Simon Hepton worked on the ad with agency producer Charlie Macpherson.

It was directed by Rob Sanders and produced by Tom Shard at Amarillo Films.

Follow Loulla-Mae Eleftheriou-Smith at @loullamae_es