Professional chef, Aaron Craze will help with PR activity for the growers’ association and its Love Your Greens campaign
Jamie Oliver’s protégée and CBBC star Aaron Craze has been unveiled as the face of the ‘Love Your Greens’ campaign.
The Brassica Growers’ Association (BGA) is hoping that with his popularity among children and his experience as a professional chef, he will prove to be a resourceful asset and member to the campaign.
Craze will be integrated into “Love Your Greens” activity to help raise awareness and drive consumer engagement within the category.
Activity for 2015 will include new and exclusive branded content for the website featuring Craze, radio broadcast activity, PR, and social media (Facebook, Twitter etc) support.
Craze will also be helping to connect children with the category by taking on an ambassador role for the campaign’s brand new ‘Tuck In’ recipe competition, launching later this month.
The competition is in line with the Love Your Greens campaign to educate consumers on the importance of a healthy, balanced diet.
Craze said: “As a father myself, I know how important it is to ensure that kids have a healthy, balanced diet packed full of fresh fruit and vegetables. The Love Your Greens campaign is all about engaging with kids, getting them excited about cooking from scratch, and educating them on how healthy and versatile brassica vegetables are.
“If I can help inspire kids and get them as excited as I am about cauliflower, broccoli, swede, Brussels sprouts and cabbages, I’ll be well chuffed.”
Matt Rawson, BGA chairman, added: “Educating children and young people on the benefits of brassica vegetables, and how great they taste, is key to our Love Your Greens campaign.
“We’re delighted to have Aaron on board to help us spread this message and encourage children nationwide to get cooking and create some delicious, healthy dishes using brassicas.”
Craze presents the CBBC shows Junior Bake Off and Pet School.He also hosts the show Rude Boy Food, which was shown on the Good Food Channel in the UK.
After leaving school with no formal qualifications, Craze rose to prominence after joining one of Oliver’s cookery courses, culminating in him graduating with merit and running some of Oliver’s business interests.