ITV and Veg Power are joining forces to launch a major new national campaign to change the way people think and feel about vegetables, with the aim of inspiring us all to eat more veg.
The Veg Power fund, supported by Hugh Fearnley-Whittingstall, was set up to help tackle the huge rise in diet related illness across the UK by encouraging everyone in Britain to eat more veg. As part of the broadcaster’s Feel Good initiative ITV will provide media space right across the ITV channels including primetime entertainment family shows to engage the nation with this new advert.
The campaign is being funded by a unique alliance of the UK’s major food retailers who are all lining up to support the campaign. Iceland, Lidl, Marks and Spencer, Morrisons and Waitrose will all be making donations into the Veg Power fund in order to finance this exciting and unique campaign.
The new advertising campaign aims to be on-air in January 2019 and will be brave and bold, with real appeal to kids. The innovative and highly engaging campaign is being created by adam & eve DDB, one of the world’s leading creative agencies. Taylor Herring will be ITV and Veg Power’s partner PR agency for the project.
80% of adults and 95% of teenagers do not eat enough vegetables. As veg are low in fat and sugar and high in fibre and nutrients, consuming more veg everyday is a key way of eating more healthily and will play a part in tackling the UK’s obesity crisis.
Carolyn McCall, CEO, ITV said: “We know that the power of TV can be used to shape culture and this new advertising campaign will really amplify the message that we all need to eat more veg by broadcasting to millions of viewers during ITV’s biggest programmes. Working with Veg Power, adam&eveDBB and the major food retailers means this campaign will have a real impact on the health of the nation.”
Mat Goff, CEO adam&eveDDB said: “This is such an important issue for the health of the nation. We are delighted to be working with Veg Power and ITV to get people up and down the country more excited about eating veg.”
The campaign has the support of Hugh Fearnley-Whittingstall and is being backed by major creatives from the world of advertising including Sir John Hegarty, co-founder of BBH and Andy Porteous, Chief Strategy Officer Mavens. Baroness Rosie Boycott is the Chair of the Veg Power Fund.
Hugh Fearnley-Whittingstall, Writer and Broadcaster said: “It’s fantastic news that ITV and Veg Power are teaming up to deliver this exciting campaign. The world of veg is full of vibrant colours and exciting and diverse tastes and textures, and we want everyone – especially children – to love them more and eat them more. If they do it will make a huge difference to the health of the nation and the lives of our kids.”
Baroness Rosie Boycott, chair Veg Power Board said: “This is a unique opportunity for Veg Power, ITV, major brands and retailers to come together and make a meaningful difference across the nation. Working collaboratively to reach every corner of the UK with the aim to effect real change.”
Veg Power is an initiative that was born out of the work of The Food Foundation and Peas Please. It aims to harness the great creative minds of the advertising and marketing world and turn their skills to making engaging and powerful content aimed at changing our perception of vegetables in order to encourage our kids to eat more. The Veg Power fund aims to use positive messages of vitality, vibrancy and wonderful taste to give vegetables a modern appeal.
ITV Feel Good was launched in June 2018. It aims to inspire the nation to eat better and move more.
The campaign is made up of programming that runs across ITV schedule – from features and discussion in big daytime and news shows to prime time factual entertainment and current affairs shows.
With its own area on ITV.com plus a huge marketing campaign, ITV Feel Good has outlined tips and tricks to make the message of healthy living easy to swallow with no need for lycra!
We all know it’s hard to be healthy, but small changes can make a big difference. You won’t find any complicated diets or expensive exercise plans on ITV Feel Good. Just simple easy ways to make healthy living more fun, sociable and totally everyday.
As well as partnering with Veg Power, ITV Feel Good has also partnered with The Daily Mile which encourages kids to run/jog for 15 minutes every day. Since the ITV on-air campaign launched in April, the number of schools taking part has more than doubled and the number of children at schools now organising their own Daily Miles is almost one million.