The Department of Health’s ‘5 a Day’ campaign is designed to encourage people to eat more fruit and veg, as part of a healthy diet. Like so many government initiatives, it attempts to achieve its ends by working with corporations, many of whom are also involved in rather unhealthy practises.
The ‘Five a Day’ logo is intended to indicate items that contain at least one portion of fruit or veg; companies can use it on their products for a £100 fee. So far it has been taken up by companies including Burger King, McDonalds and Asda. In schools it is being promoted by ‘Jazzybooks’, an advertising company that specialise in sending schools educational materials that are plastered with advertising, including for supermarkets such as Tesco and unhealthy food makers such as Pepsi, Walkers, and Heinz.
In response to a Freedom of Information request, the Department of Health has revealed to Corporate Watch that PR company Munro & Foster have the contract to promote the 5 a day scheme and have received the substantial sum of £334,343 for ‘press office and media monitoring, and the development of PR and marketing activities to support the campaign’. Munro & Foster have a history of doing health industry work – mostly with big pharmaceutical firms such as AsraZeneca. They have also worked to promote the ‘wakefulness’ drug Provigil, favoured by the Ministry of Defence to keep soldiers awake.
References  Personal correspondence
 Guardian, st June 1997, ‘SCHOOLS: BUSINESS CHIPS AWAY IN CLASS’ (eduation supplement)
 The Herald, August 2003, ‘Do schools get better with Coke?’