ITV has announced that it is donating £2m of airtime to a national TV advertising campaign encouraging people, and particularly children, to eat more fruit and vegetables.

The campaign, which is being run in association with Veg Power, will be launched in January 2019 and aims to persuade viewers to see vegetables in a more positive light.

As part of its Feel Good initiative to inspire healthier diets and more exercise, ITV will donate £2m worth of airtime across its channels to the campaign.

The adverts will be funded by an alliance of food retailers, including Sainsbury’s, Morrisons, Lidl, Waitrose, Marks & Spencer and Iceland.

The Veg Power fund was set up by chef Hugh Fearnley-Whittingstall to combat the increase in diet-related illnesses in the UK.

“We know that the power of TV can be used to shape culture and this new advertising campaign will really amplify the message that we all need to eat more veg by broadcasting to millions of viewers during ITV’s biggest programmes,” said ITV’s CEO Carolyn McCall.

Rosie Boycott, chair of the Veg Power board, said: “This is a unique opportunity for Veg Power, ITV, major brands and retailers to come together and make a meaningful difference across the nation.

“Working collaboratively to reach every corner of the UK with the aim to effect real change.”