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ITV has announced that it is donating £2 million of airtime to a national TV advertising campaign encouraging people to eat more vegetables.
The promotion, which is being run in association with Veg Power, will be launched in January 2019.
The Veg Power fund, supported by celebrity chef and food campaigner Hugh Fearnley-Whittingstall, was set up to help tackle the rise in diet-related illness across the UK.
The adverts will be funded by an alliance of some of the UK’s major food retailers. Iceland, Lidl, Marks and Spencer, Morrisons, Sainsbury’s and Waitrose will all be making donations into the Veg Power fund to finance the campaign.
As part of ITV’s Feel Good initiative, the broadcaster will provide media space across all ITV channels including primetime entertainment family show, to the campaign.
ITV ceo Carolyn McCall 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.”
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.”
Hugh Fearnley-Whittingstall 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.”
