The government’s campaign to encourage people to eat five portions of fruit and veg a day has been stepped up a notch.
Marketing agency 23red has been awarded the task to promote the DoH’s 5 a Day programme and develop further partnerships within the retail and catering sectors.
The agency will be tasked with encouraging the industry to not only adopt the brand, but also to actively support it.
23red said it was looking to work with new and existing partners to develop a number of large scale promotional and marketing campaigns designed to raise awareness of 5 a day and demonstrate how easy it is to eat more fruit and veg.
Jane Asscher, managing partner at 23red, said: “5 a Day is an extremely topical and important initiative.”
So far, 275 organisations have signed up including Asda, the Co-operative Group, Birds Eye, Del Monte and McDonald’s.