The three-month deal which launches today (October 5) features an ident by Wallace and Gromit creators, Aardman Animations, showing the Change4Life animated characters imitating the opening credit sequence of The Simpsons.
The programme idents will feature the family sitting on their sofa eating junk food. This is then replaced by more nutritious food such as fruit and vegetables.
The £640,000 campaign, created by M&C Saatchi, will run until December. The sponsorship deal was brokered by Manning Gottlieb OMD.
Meanwhile, PepsiCo is also launching a multimillion-pound national anti-obesity ad campaign.
The push is being launched under the Play4Life banner, which forms part of the government’s umbrella Change4Life initiative.
It features footballers Frank Lampard and Thierry Henry and they will promote active lifestyles.
The campaign was created by AMV.BBDO and OMD and will run in press, outdoor and digital until December.