Bickering food promotes healthy eating in FSA show sponsorship

by Mark Sweney - 28/10/2009

"Idents for UKTV's Family Supercooks feature arguing apricots, irritable potatoes and a scared sausage"

A pair of arguing apricots, some irritable potatoes and a scared sausage feature in a series of promotional idents that will run on UKTV's Good Food channel as part of a government campaign to promote healthy eating.

The campaign, by the Food Standards Agency, will see a string of 16 idents, each 10 seconds long, run around UKTV's Family Supercooks show, which premieres tonight on UKTV Good Food.

Family Supercooks, presented by chef Paul Merrett and Amanda Lamb, is part-funded by the FSA and aims to show how families can continue to eat foods they love but in healthier ways.

The series of short promos, the first work by ad agency RKCR since it won the FSA business earlier this year, feature different types of foods arguing with their unhealthier alter egos. One ident features a healthy grilled sausage freaked out by a fried banger, while another sees a couple of salted potatoes eyeballing another, unsalted one.

The 16 idents feature 17 animated food characters, voiced by three actors.

"We were keen to take a light, engaging, humorous and inclusive approach to eating where nothing is off the menu but still raising awareness about how to make your everyday diet that little bit healthier," said Kate Frankum, acting head of marketing at the FSA.

More Details: http://www.guardian.co.uk/media/2009/oct/26/bickering-food-fsa-sponsorship