Supermarket chain Morrisons has launched its Lets Grow campaign to encourage children to become more involved with their food choices.
The campaign, fronted by Diarmuid Gavin, encourages kids to make healthy choices in what they eat by educating them about where their food comes from.
It looks to help schools develop and maintain gardens where pupils can grow their own fruit and veg and the hope is that by doing so, kids will be more inclined to grow and eat their own at home now and in later life.
Morrisons marketing director Michael Bates explained that the company wanted to take the first step towards being seen as the supermarket that promotes a healthy lifestyle.
"The whole concept of Lets Grow offers Morrisons a fresh and meaningful expression of our brand positioning," he said.
"It will give us a clear point of differentiation within the market with great long-term potential.”
Morrisons is running the scheme alongside Farming and Countryside Education (FACE) and Federation of City Farms and Community Gardens (FCFCG) and will provide vouchers which customers can collect and donate to local schools.
The vouchers can then be exchanged for gardening equipment.
The campaign sees Morrisons become the latest pro grow your own voice, extolling the virtues of gardening in light of the credit crunch and rising food prices.