Innocent drinks and not-for-profit organisation Grow It Yourself have joined forces with blogger and chef Emily Leary to launch this year’s “Sow & Grow” campaign.
The partnership plans to get 25% of all UK primary schools to embrace the outdoors and grow their own vegetables. It will be supported by PR activation, on-pack promotion, a digital interactive hub and primary school outreach.
Sim Viney, brand manager at Innocent, said: “We know that children who grow their own food are more likely to eat fruit and veg, and that kids who develop healthy habits at a young age are more likely to become healthy adults.
Viney adds: “At the moment nine out of 10 young people are not getting their 5-a-day, so we’ve started a campaign called Sow & Grow, which will get a quarter of all primary school kids growing veg in their classrooms, and learning where their food comes from. We’re hoping the campaign itself will grow in future years – our ultimate goal is to get every primary school child in the country to experience growing their own veg.”
Throughout the campaign, parents and teachers will be given the opportunity to share their photos at innocentsowandgrow.com. There will also be chances to win monthly prizes and see their classroom crowned as “Sow & Grow” champions later this summer.
The Sow & Grow campaign was launched into the UK last year (with Lorraine Pascale as celebrity ambassador), but Innocent and GIY have been partners in a version of the scheme run in Ireland since at least 2012.