The E1.2m campaign will roll out in primary schools from the September term and run in 50 schools per year for the next three years.
Pupils will be exposed to the promotion in an initial 16-day burst, during which they will watch television programmes starring the Food Dudes, a group of four healthy-eating 12-14 year olds who battle enemies such as Captain Junk.
Pupils will also taste fruit and veg and receive rewards for eating fresh produce.
The initial burst will be followed with fresh activities over subsequent months to maintain interest.
The campaign was developed after research showed kids could be persuaded to alter their eating habits in 16 days.
Bord Bia director of horticulture Michael Maloney said: “Children know they should be eating fruit and veg, but this campaign will transform that into a change in behaviour.”