Pink custard. Sponge cake. Those slightly terrifying crisps that came in a paper bag. Turkey twizzlers if you were lucky.

Everyone remembers school dinners. Not always fondly. But always vividly.

Here's what most people don't remember — how much they mattered. A hot meal in the middle of the day. Fuel for an afternoon of learning. Something guaranteed, regardless of what was happening at home.

Right now, free school meals stop after Year Two. After that, if your family can't afford it — you go hungry. And hungry kids can't learn.

So we wanted to use the thing everyone remembers to remind people of the thing too many are forgetting.

A range of products made in collaboration with some of the UK's favourite brands. Each one designed to trigger a memory. Each one raising money to change the law.

Each one an advert that lives where people actually shop, snack and scroll. Supermarket shelves. Shopping baskets. Petrol stations. Vending machines. Lunchboxes. Social feeds.

Wherever food lives. That's where the message lives.

Pink custard crisps. Blancmange popcorn. Sponge cake Skittles.

Nostalgia with a purpose.