Announcements

Job offersmore »





Tweeting Growers

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »




Peas Please: initiative to create Veg Ad Fund

Of the estimated £296.6 million spent on confectionary, snacks, fruit, veg and soft drink marketing in the UK each year only 5% of that total is allocated to fruit and veg. To address this gap in marketing budgets, the Peas Please initiative is proposing a new Veg Ad Fund that enables vegetables to receive similar levels of marketing investment as branded chocolates, fast food outlets and soft-drinks.

The Peas Please initiative, led by the Food Foundation, WWF, Food Cardiff and Nourish Scotland, has launched a campaign to supercharge the marketing of fruit and vegetables through the creation of a Veg Ad Fund, made up of contributions from the Government, retailers and producers.

To highlight the gap in marketing budgets, renowned food campaigner Hugh Fearnley-Whittingstall has joined forces with the Peas Please initiative to get a new Veg Ad Fund off the ground to tempt us into eating our veg.

"While restricting junk food advertising is critically important in tackling the nation’s unhealthy eating habits, the shortage of commercial vegetable advertising and its potential influence on our healthy food choices urgently needs addressing", they say. "A dedicated Veg Ad Fund, made up of contributions from the Government, retailers and producers would enable vegetables to receive marketing investment that will see veg advertised compete with branded chocolates, fast food outlets and soft-drinks." 

The Peas Please initiative is marking the launch of the campaign for a dedicated Veg Ad Fund 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. The winner, designed by agency ifour was chosen by children from Wales, Scotland and England, advertising legend Sir John Hegarty, from Bartle Bogle Hegarty and Michael Moszynksi from LONDON Advertising.

Today, 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.

Hugh Fearnley-Whittingstall said: “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. But 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.  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.”

Advertising vegetables is important because 95.5% of teenagers don’t eat enough. Research shows that diets high in fruit and veg protect us against coronary heart disease and cancer.

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. This campaign addresses declining levels of veg consumption and 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.

 

Publication date: 1/31/2018

 


 

Other news in this sector:

2/20/2018 US (PA): LED manufacturer to support food stamp concept
2/19/2018 Jordanian fruit and vegetable exporters visit Fruit Logistica
2/16/2018 Germany: Starting signal for regional salad and mini cucumbers
2/15/2018 Landgard persuades its visitors with innovative marketing ideas
2/13/2018 New snacks and fresh-cut products in Berlin
2/12/2018 Double Diamond Farms hires new marketing specialist
2/8/2018 "Focus on complete dishes instead of on separate products"
2/7/2018 Freshfel Europe endorses adoption of social media
2/2/2018 Frankort & Koning starts cooperation with German growers
1/31/2018 US (TX): Strawberry hummus to be sold at H-E-B for Valentine's Day
1/30/2018 Germany: “Trend is towards unpackaged cucumbers”
1/30/2018 Russia not ready to lift all agriculture restrictions on Turkey
1/24/2018 US (MI): Farm to Freezer creates new customers
1/22/2018 "More fresh vegetables: Make it easier for consumers"
1/19/2018 Increased funding to promote Europe's agricultural products
1/18/2018 US (VT): Grant funds to enhance competitiveness of specialty crops
1/18/2018 US: Farm Bureau challenges students to combat food insecurity
1/17/2018 Kilo-bucket of snack tomatoes: 50% more sales than expected
1/17/2018 Australia: Linking healthy eating with feeling good
1/16/2018 Promotable volume of Mexican-grown asparagus starting in February