The Peas Please initiative is searching for businesses with public-facing displays to help launch its new #VeggiePower advertising campaign.
The Food Foundation scheme, which encourages people to eat more fresh produce, wants to display it’s new advert on notice boards, shop windows, ad spaces, display boards and digital display screens and is reaching out to the general public for help.
Designed by the iFour Agency, the advert won a competition judged by world-renowned advertiser Sir John Hegarty. It aims to boost vegetable consumption, particularly among children, and will be officially launched on 18 January. The advert design will not be displayed until this date.
Peas Please is looking to address the issue that 1.2 per cent of shoppers’ food and soft drink budget is spent on vegetables, according to the Food Foundation.
Alexandra Ward, the foundation’s communications manager, described the advert as “a positive, fun approach to encouraging everyone to eat more veg”.
She added: “The ad is important for many reasons. We of course want to get kids eating more vegetables, but we also want to highlight the serious imbalance of healthy and unhealthy food advertising.'
The organisation urged people to promote the campaign on social media, and asked contributors to get in touch if they are able to help fund the dissemination of the advert and cover projection, print and distribution costs.
People who want to display the advertisement will be sent a launch pack, including a variety of formats, shapes and sizes of the advert, as well as key messaging and social media assets.
There will also be posters and digital animations displayed in Welsh.
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