ITV backs Veg Power with new TV campaign from adam&eve

ITV, the traditional home for ads for sugary drinks and choccie bars, is teaming with Veg Power, an alliance of producers and retailers, to launch a new TV campaign – with donated airtime worth £2m – in January. Adam&eveDDB has been chosen for creative duties with Taylor Herring handling PR.

Veg Power is supported by TV chef Hugh Fearnley-Whittingstall, of River Cottage fame, and aims to persuade increasingly rotund Brits to return to the veg-based straight and narrow. Retailers involved include Iceland, Lidl, Marks and Spencer, Morrisons and Waitrose, with Sainsbury’s now also joining the party. No Tesco as yet, which may be contentious. It’s all part of an initiative from ITV called ‘Feel Good.’

ITV CEO Carolyn McCall says: “We know that the power of TV can be used to shape culture and this new advertising campaign will really amplify the message that we all need to eat more veg by broadcasting to millions of viewers during ITV’s biggest programmes. Working with Veg Power, adam&eveDBB and the major food retailers means this campaign will have a real impact on the health of the nation.”

We don’t know yet if Fearnley-Whittingstall is going to front the campaign, which will be a tricky choice for adam&eve. He’s an accomplished TV performer but the agency may feel the nation has had enough of preachy cooks. Still it’s an interesting initiative, coinciding with the post-Christmas season when many people feel abstinence is in order, partly because they’re broke.

ITV is hardly awash with money then either, of course.

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