The MTV and BSkyB owned TV network is to air “Nicktrition” spots from today (July 9) featuring Change4life messages and branding. The bespoke ads will run for the next three months and air approximately 16 times a day.
The activity includes spots featuring animated vegetables rapping about how to stay in shape, as well as spots featuring kids talking to camera.
The TV channel is the latest commercial partner to sign-up to the Government campaign.
Brands such as Britvic, Kellogg and Cadbury have also signed up to help promote the anti-obesity initiative which launched with its first TV spot in January.
Some promotional activity has stalled over health organisations’ concerns regarding companies’ use of sub-brands on food packs in case it is seen as a health mark.
The Change4Life umbrella brand is not allowed to be used by partners on products so that people are not misled, and partners are still awaiting guidance on sub-brand.