Tenby’s town crier, Erin Morgan was among those who recently featured in a major new public awareness campaign aimed at boosting Brits’ fruit and veg intake!

The initiative launches following new research revealing that 83% of Brits are still missing their five-a-day target, with just 17% regularly hitting it. Meanwhile, 16% admit they eat only one portion of fruit or veg most days.

As part of innocent drink’s new Start The Day Right campaign, Erin took to the streets with the traditional cry of “Oyez, oyez, oyez!” followed by proclamations encouraging people to begin their day with fruit and veg.

The campaign also highlights the potential benefits of a fruit and veg-packed breakfast, with 68% saying they feel more energised and 62% reporting a better mood when they start their day this way.

In a recent study by the World Health Organisation, it’s revealed that over half of European teenagers don’t eat fruit or veg every day. When it comes to the reasons why people skip fruit and veg, lack of time was cited as the most common reason (26%) followed by cost (20%) and lack of inspiration (16%).

The new Start The Day Right campaign is part of innocent’s ongoing mission to make it easier for people to live well through the delicious goodness of fruit and veg. In 2025, innocent gave away 1.3 million portions of fruit and veg through tangible action beyond just their drinks, by partnering with NGOs across Europe to increase access to fruit and veg.

In response to the study, innocent, the UK’s leading healthy drinks brand, has teamed up with rapper, foodie and wellness advocate, Big Zuu, to champion the benefits of fruit and veg in the morning.

Together, they enlisted the help of the UK’s original broadcasters - town criers - to take to the streets and remind the nation to start the day right.

Big Zuu, famed for his relatability and larger-than-life personality, helped the criers update their language to ensure their message – that the day starts better with fruit and veg – cuts through to the younger generations.

Big Zuu said: “Town criers have been waking up Britain for centuries, so who better to remind the nation to start the day right with the good stuff? There’s something wonderfully British about shouting useful advice at people before 9am – especially when it’s about bananas, berries and feeling more alive as you kick off your day!”

Town crier Erin who proudly represented the seaside town of Tenby on a national stage, said “Once again my role as Tenby Town Crier has given me an incredible opportunity.

“The day was fabulous and I had the privilege to meet some other Town Criers, who I managed to learn a thing or two off. What an experience and I would 100% do it again.”

A spokesperson for Tenby Town Council shared: “We are incredibly proud of Erin and to see Tenby represented in such a positive initiative promoting healthier lifestyles across the country.”