#PeasPlease Advert Competition

Image: Pixabay
Friday, August 11, 2017 - 09:15

The Food Foundation have launched a competition to design a poster for a UK-wide advertising campaign that encourages children to eat more veg (#PeasPlease).

The competition invites creative agencies, advertising and design students to submit creative poster ideas, which could be turned into a range of marketing materials aimed at getting children to eat their greens.

recent report by the Food Foundation revealed that 95.5% of kids leaving primary school don’t eat enough veg, and parents of primary school children report that 13 per cent of them eat less than a portion a day. Children’s recognition of logos and marketing relating to fast food brands forms at an early age and popular children’s characters are regularly used to sell fast food. In 2014 the UK food industry spent over £250 million promoting “unhealthy” foods for purchase in retail settings (Public Health England 2015b) but currently, only 1.2% of food and soft drink advertising goes on veg.

Legendary advertising creative and Bartle Bogle Hegarty co-founder Sir John Hegarty will be shortlisting the posters in mid-October before being joined by children and communications agency London Advertising at the Vegetable Summit (on October 24th) to decide on the winner.  ids panels in Wales and Scotland will join a kids panel in London by skype and provide their input before the final winner is announced by Sir John. The poster will be displayed in advertising spots across the UK and the winning ad will also be used by a major UK retailer.

Sir John Hegarty said: "Advertising has a unique ability to change people’s habits. Doing so for good reasons is something our industry should be more focused on."

Anna Taylor, Executive Director of the Food Foundation said: “We know that children are often able to recognise the golden arches before they can read their own name. Can you come up with a powerful creative concept that will convince the nation’s children to tuck into veg instead of burgers? They’re not eating enough veg to stay healthy, and we need to change that.”

The competition is part of Peas Please, a campaign led by the Food Foundation, Nourish Scotland, Food Cardiff and WWF.  This ground-breaking new initiative addresses declining levels of veg consumption and aims to bring together farmers, retailers, fast food and restaurant chains, caterers, processors and government departments with a common goal of making it easier for everyone to eat veg.

 

Find out more about the competition, the creative brief and how to submit.

 

The Food Foundation is an independent think tank that wants to tackle the growing challenges facing the UK’s food system by representing the interests of the UK public. They create food policies that support and guide the UK public to make choices that improve their health and well-being. They are independent of all political parties and business, and are not limited by a single issue or special interest. They work with others who believe there is a problem with the system and want to change it.

Header image: Pixabay.

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