A drive to encourage kids to take up growing their own food in the garden and greenhouse has led to a supermarket receiving a coveted advertising prize.
Morrisons commissioned Mediaedge:cia to develop the Lets Grow campaign, which saw the grocer distribute vouchers for schools that allowed them to buy seeds and gardening equipment.
The concept was awarded the Grand Prix at the IPA Effectiveness Awards 2009 in London earlier this week.
According to the media firm, 39 million vouchers were redeemed, allowing around 85 per cent of the UKs primary schools to begin teaching kids how to cultivate their own food.
The supermarket revealed that research showing less than one in ten children knew carrots and potatoes could be grown in the garden prompted it to establish the campaign.
The Royal Horticultural Society website has a range of information for parents looking to encourage their kids to take up gardening.
It currently features instructions on how to make a bird feeder to attract wildlife to the green space.