The Ad Competition



Using the powerful tool of advertising for the greater good by persuading children to eat their greens.


Read the creative brief HERE
To enter, send your poster and completed form HERE
Read the launch in The Drum HERE
Submission deadline: 11.59 Thursday 12th October


Calling all creative agencies, advertising and design students to enter this exciting competition, where your work will be judged by a panel, led by legendary advertising creative and Bartle Bogle Hegarty co-founder Sir John Hegarty.  Not only that but the panel will be chaired by Hugh Fearnley-Whittingstall and the competition and winning poster will feature in his next BBC primetime documentary series looking at the obesity crisis.

We invite you to submit creative poster ideas which could be turned into a range of marketing materials aimed at getting children to eat their greens.

Image: Pixabay


The short-listed creatives will get a chance to meet Sir John on the day of judging and the winning entry will feature in the Drum and have their poster displayed in advertising spots across the UK. The winning ad will also be used by a major UK retailer as well as feature on Hugh’s next TV series.

A 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.


Image by Think Publishing


That is why the Food Foundation has teamed up Sir John Hegarty, Hugh Fearnley-Whittingstall and The Drum to launch an advertising competition that will help persuade children aged 5-11 to eat their greens

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.”

On the 16th of October Sir John will whittle down the entries to a shortlist of 5, and at the #PeasPlease Vegetable Summit on the 24th pick a winner. He’ll be joined on the panel by Michael Moszynski of London Advertising and a number of children.

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.

The Vegetable Summit will take place in London, Cardiff and Edinburgh on October 24th 2017.



  1. Public Health England. (2015b). Sugar Reduction The evidence for action. Retrieved from
  2. Nielsen addynamix
  3. The Food Foundation is an independent food think tank working to change our food system using evidence based research to improve policy and address policy gaps
  4. Peas Please is an initiative led by the Food Foundation, Nourish Scotland, Food Cardiff and WWF.
  5. LONDON Advertising are the comms agency for the Peas Please initiative, providing pro bono advice