Peas Please has launched a new campaign calling for a dedicated advertising fund to improve the image of vegetables for consumers.
The campaign calls for a dedicated Veg Ad Fund, made up of contributions from the Government, retailers and producers that would enable vegetables to receive marketing investment that will see veg advertising compete with branded chocolates, fast food outlets and soft-drinks.
The Peas Please initiative is marking the launch of the campaign by announcing the winner of its vegetable ad competition organised last year. The competition, which asked design agencies and students to design a veg ad for children and young people, received over 60 entries.
Today (Thursday), the winning advert will be displayed in over 5,000 locations nationwide, including all Co-op stores, street art located alongside the Principality Stadium in Cardiff, a projection onto the City Chamber in Edinburgh as well as in thousands of primary and secondary school canteens across the UK.
Anna Taylor, Executive Director of the Food Foundation said: “There is not just one answer to tackle the nation’s diet crisis. We are working with businesses to help make the food environment healthier but advertising plays a vital role. At the moment advertising is skewed towards junk food and we need a more balanced playing field to help support us all, and particularly children, to eat more veg”.
The Peas Please initiative is led by the Food Foundation, WWF, Food Cardiff and Nourish Scotland. The campaign aims to bring together farmers, retailers, fast food and restaurant chains, caterers, processors, broadcasters and government departments with a common goal of making it easier for everyone to eat veg.
ACS is a supporter of Peas Please, and is working with the Food Foundation to help convenience stores maximise their fruit and veg sales. The Peas Please toolkit for retailers can be downloaded at https://foodfoundation.org.uk/retailer-toolkit/
You can download the Veg Power posters at https://vegpower.org.uk/resource/veg-power-posters
