Engine, Publicis and Golley Slater also pitched for the business.
The £500,000 brief is to target older secondary school children and increase uptake of school dinners.
It will be met with a fully integrated campaign involving digital, mobile, tactical outdoor, ambient and an experiential road show in schools.
This will involve work from throughout the VCCP group and BMT (the agency's experiential arm).
The campaign will engage the target audience with real facts about the food they may currently be eating and the benefits of school food.
VCCP has also been awarded a separate DM campaign to target parents of secondary school children to further promote the uptake of school dinners; this work will be carried out by SFW (Stephens Francis Whitson).
The win comes soon after the agency scooped Fortnum & Mason's search marketing account in December.
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