Client: Leiths Education

Background

Leiths Education teaches students of all ages to cook from scratch – from schoolchildren learning practical cookery skills to students on its flagship Culinary Diploma, which has trained some of the world’s most talented chefs, entrepreneurs, recipe developers and food stylists. Founded by Prue Leith in 1975, the school has a longstanding commitment to helping schools deliver the very best cookery teaching to children.

To strengthen its work with primary schools, Leiths asked Pedroza Comms to help build stronger links, deepen market understanding, and develop relationships with key education organisations.

 

Our approach

Following research and discussions with the Leiths team, we scoped a pilot project for primary schools in England. Leiths had created a comprehensive online cookery resource and wanted to understand how schools used it and what support they needed to deliver hands-on cookery within logistical and budgetary constraints.

We agreed that offering primary schools free access to the Leiths resources through a structured pilot would generate valuable insight and evidence. The pilot would also create case studies, testimonials and research findings to support PR and content marketing activity.

 

Designing the pilot

Pedroza Comms defined the pilot’s purpose and value to Leiths, developing an offer that set out what schools could expect, how long the project would last, and what participation would involve. We created a detailed timeline and project framework to guide delivery.

We drafted copy for the pilot’s landing page, invitation emails and stakeholder updates, ensuring a consistent and engaging tone. To support recruitment, we connected with key organisations including school improvement services, subject associations and local primary hubs. Recruitment was closely monitored so we could refine our approach as the project evolved.

 

Recruiting primary schools

To attract and retain participating schools, we produced a suite of communications including welcome emails, onboarding invitations and registration materials. A clear communications plan helped maintain strong engagement across the project.

We coordinated more than 20 tailored email templates to stay connected with schools, providing encouragement, reminders and updates at key stages. Regular analysis of email open rates allowed us to track engagement and adjust communications to ensure continued participation.

 

Research and evaluation

Pedroza Comms designed and analysed the initial survey for pilot participants. Working with the University of Roehampton, we refined the survey design to ensure robust and meaningful feedback. We also included a SEND school to ensure a diversity of perspectives and sourced schools willing to take part in case studies to capture in-depth insights into how the resources were used and the impact on teaching and learning.

 

Results

The pilot successfully recruited 80 primary schools, each now connected with Leiths Education. More than 40 responses were gathered from the initial survey, offering valuable insight into teachers’ motivations and the current status of cookery education in primary schools. More than 60 responses were secured in the final survey.

The project generated opportunities for Leiths to share its work through the education media, raising its profile and credibility in the sector. It also led to new relationships with organisations such as the Design and Technology Association, strengthening Leiths’ position as a leader in food education.

 

Client feedback

“Pedroza Comms has played a key role in our work to engage with primary schools. They combine education and marketing expertise which means we’ve been able to rapidly engage with schools and to develop new ideas, such as our primary pilot.

Pedroza Comms brought planning and strategic thinking, as well as practical support, which has boosted our marketing capacity. A year on we have worked with 80 primary schools, have forged links with key organisations, secured valuable editorial coverage, and have far greater insight about primary schools and cookery. If you are looking for a small, smart agency who can work alongside your in-house team, I’d recommend them.”

Alistair Turner, Commercial Director, Leiths Education