Educating children about the importance of food and a balanced diet is bloody important. Inspiring families to get in the kitchen and cook is brilliant. Empowering the globe to fight obesity is commendable.
But with a rap?
That's the toe-constricting, ear-assaulting route that Jamie Oliver has taken. It's as though he's been hiding his identity as the brother of Duncan James all this time.
In order to promote a petition for the Food Revolution Day - a global campaign to put compulsory practical food education on the school curriculum and in so doing equip kids with the basic skills they need to lead healthier, happier lives - Oliver approached ginger pop maestro Ed Sheeran to help concoct an uplifting, concise, stick-in-your-head-like-gum campaign song.
Instead, they came up with this.
Featuring the likes of Paul McCartney, Jazzie B, Professor Green, Alesha Dixon, Jamie Cullum and Hugh Jackman (?!), this is a superb idea, executed with a stunning wallop of awkwardness. It's the completion of Brett Domino's guide to writing a charity single parody. There's a choir and everything. But heck - at least it's got us talking about a worthwhile campaign. Watch below, then go sign the petition.
(And now for the guide that Oliver and Sheeran probably followed to write their song)