The Veg Power Fund, was set up to help tackle the 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 the new advert.
Carolyn McCall, CEO at 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&eveDDB and the major food retailers means this campaign will have a real impact on the health of the nation.”
According to research, 80% of adults and 95% of teenagers do not eat enough vegetables, and 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 obesity.
The campaign is funded by an alliance of the UK’s major food retailers; Iceland, Lidl, Marks and Spencer, Morrisons and Waitrose will all be making donations into the Veg Power Fund in order to finance the campaign.
The campaign, created by adam&eveDDB, will aim to be on-air in January 2019 and will have a real appeal to kids.
Baroness Rosie Boycott, Chair of the 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 affect real change.”
Veg Power aims to harness the 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 kids to eat more.
The campaign is made up of programming that runs across the ITV schedule – from features and discussion in big daytime news shows, to prime time factual entertainment and current affairs shows.