Olympic gold medallist Rebecca Adlington has signed up to promote healthy eating as part of a new campaign by citrus brand Jaffa.
The campaign, which kicks off this month, aims to tackle concerns over a lack of fibre within children's diets by explaining the importance of healthy eating, with the former swimmer seen as the ideal role model for young kids.
Adlington will be undertaking a series of high-profile PR opportunities across a number of platforms including TV, radio, online and experiential.
Underlining the message, Jaffa has commissioned independent advice from The Children’s Food Trust, which has consulted on government findings into children’s health and diet.
In addition to the campaign, the brand has undertaken a free educational programme for delivery to schools across the UK. Named the ‘Jaffa Juniors’, over 15,000 children of key stage 1 and 2 age have taken part. The lessons have been developed by education experts TTS to work alongside the national curriculum teachings and enhance children’s learnings.
Adlington said: ‘'As an athlete I know how important it is to maintain a healthy lifestyle, but as a mum, the wellbeing of my daughter is a priority. I am looking forward to working alongside the Jaffa brand to highlight the importance of a good diet in everyday life. We aim to educate both parents and children alike on how simple adjustments such as the introduction of a easy peeler into the daily diet can reap significant benefits."
Adlington will also help launch awareness of the brand's sponsorship of this year's London to Brighton bike ride in conjunction with the British Heart Foundation and Tesco.
Lorna Norrington from Jaffa Brand added: "We have set out to see what difference we as a brand can do to influence change in diet, primarily throughout children, but also resonating with adults.
"The findings have been concerning and it is our hope that the campaign will kick start a healthier change for both this generation and those of the future. Together with this campaign and our work in schools we hope to influence a positive step change for future diets."