Television chef and food campaigner Hugh Fearnley-Whittingstall has called for an advertising fund dedicated to the promotion of vegetables in order to compete with the marketing of junk food.
His comments came as he joined forces with the Pease Please campaign, which is organised and funded by the Food Foundation, to launch their new campaign targeted at children. “It’s time to shout about how great veg is, and how vital it is for families to buy, cook and eat more of it. Unlike all the junk food and confectionery we are relentlessly sold every day, our delicious vegetables are not ‘owned’ by massive global brands so they don’t get the marketing and advertising clout they deserve,” he said.
“Having a pooled marketing budget from retailers, producers and government is a brilliant idea. It means we can get top agencies behind the marketing of veg, which will drive up demand and boost consumption.”
This year’s Peas Please campaign is based on a design which was voted for by children from across the UK, following more than 60 entries from design agencies and students. The advert will be displayed at more than 5,000 locations including Co-op stores, school canteens and as street art.
Anna Taylor, executive director of the Food Foundation, commented, “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.”
Photo Caption: The new campaign was voted for by kids across the UK.
Photo Credit: Food Foundation