Peas Please, has been running for just over a year, and in that time they have secured pledges from 40 different food system stakeholders to take action to help us all eat more vegetables.
As part of this project we have joined forces with Peas Please to address the very low advertising spend on vegetables. Vegetables make up 1.2% of food and drink advertising spend in the UK.
To draw attention to this challenge Pease Please launched an advertising competition in collaboration with advertising legend, Sir John Hegarty and Hugh Fearnley-Whittingstall. The wining ad is now on show in 5,000 locations across the country and the idea went crazy bonkers on social with school kids, politicians and celebs joining the fun.
We are now working with the Food Foundation, the Peas Please collective, Sir John Hegarty, Hugh Fearnley-Whittingstall, farmers groups, Jamie Oliver and awesome volunteers from across advertising, farming and industry to build support for a permanent advertising fund for vegetables.
You can help too, hit Contact Us at the bottom of this page.
The Big Idea......
Our vision is to create a well-funded independent brand manager for vegetables which uses the full range of marketing techniques to increase the UK consumption of vegetables. We will talk directly to the great British public and also depend on our partners in retail, restaurants and the media to take the message to their customers.
We are targeting three groups.
Kids and families: to support parents and encourage kids to enjoy vegetables from an early age.
Young adults: as they transition to controlling their own shopping basket we'll aim to normalise vegetables in their everyday meals.
Socially deprived families: where low consumption of vegetables and poor health is particularly pronounced.
The fund will use positive messages of vitality, vibrancy and wonderful taste to give vegetables a modern appeal. The fund will not take a view on the sourcing of veg and will not promote specific diets (e.g. vegetarianism) We will promote all vegetables (from soup, through frozen peas to raw broccoli) to all people to enjoy as they wish. Our message is very simple: