Culminating in a fundraising week, which starts on 26 January, the schools initiative encourages primary school children to have a school meal and donate an extra 10p to the UN World Food Programme to provide children in the developing world with school meals.
The campaign is receiving radio, press and TV interview support from singer Jamelia.
Part of the Get Real campaign, the School Food Trust has tasked VCCP with signing up 1000 schools to participate in the scheme with a two-phase web campaign.
The first tranche encourages schools to register for the initiative online. The schools then receive a table in a 'virtual canteen' and a pack containing scratch card posters and wraps for collection buckets.
Children then make a pledge as to how many school meals they will eat during the campaign week. For each meal, the child will donate 10p and scratch off a 10p symbol on the scratch-card poster.
The children will be encouraged to create an animated avatar to sit at a 'virtual dinner table' on the campaign's website. These can interact with other avatars and find out how their school is faring in league tables of pledges.
VCCP account manager Michelle Gilson said: 'We would love to develop this into an annual event. It encourages children to eat school meals and we expect healthy competition between schools to raise the most money.'
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