Supermarket garden and greenhouse campaign lands award

13:11:20 11th November 2009

A campaign by supermarket chain Morrisons has won a prize at the IPA Effectiveness Awards 2009.

Developed by Mediaedge:cia, the Let's Grow campaign was designed to encourage children to grow their own fruit and vegetables in the garden and greenhouse.

Part of the campaign involved the supermarket giving out vouchers for schools to help them teach kids to grow food.

According to Mediaedge:cia's statistics, 39 million of these have been redeemed, with 85 per cent of UK primary Schools now involved in the programme.

The vouchers were able to be exchanged for seeds and gardening equipment and the scheme was backed by the government.

The campaign was launched after figures showed that just one in ten children realised that food like carrots and potatoes could be grown in the garden.

Parents looking to get their kids interested in garden and greenhouse activities will find a family section on the Royal Horticultural Society website, which features tips for growing with children.