The agency won the account after a pitch against Engine, Publicis and Golley Slater.
It presented an integrated campaign involving digital, mobile, tactical outdoor, and a roadshow that will educate pupils about the food and the benefits of school dinners - a subject that has been on the political agenda since the celebrity chef Jamie Oliver highlighted the low quality of school food in 2005.
The agency has also been handed the direct marketing account which will target parents over the issue. This will be handled by its DM arm, SFW.
Michael Sugden, the managing partner of VCCP, said: "Healthy eating in schools is one of the most important issues today. Lessons learned at school can remain with a person for life, so it is very important to educate pupils at an influential period of their lives."
Separately, COI has confirmed that VCCP has won the Government's £10 million anti-binge-drinking business following a pitch against DDB and Abbott Mead Vickers BBDO, which was conducted jointly by the Department of Health, the Home Office and the Department for Children, Schools and Families.
The campaign will build on the messages in the Government's alcohol harm reduction strategy: "Safe. Sensible. Sociable."
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