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Sainsbury's promotes the benefits of eating fruit and vegetables in a spot narrated by Stephen Fry.

"If you ever find yourself worrying about our planet or your health, start with dinner," Fry says, outlining that one plate made up of more fruit and/or veg is better for both consumers and the environment.

"Grab your plate and start making a difference," Fry adds, prompting the brand’s new tagline: "Helping everyone eat better." Sainsbury’s is also providing a list of recipes which can help customers incorporate fruit and vegetables into their diet, based on  which found that only 27% of adults aged 19-64 eat their five-a-day.

The TV ad launches today (26 May) and is set to run until 12 July alongside print, outdoor, digital and radio activity. It was created by Freddy Taylor and Philippa Beaumont, and directed by Filip Nilsson through Object & Animal.