Ads will point people to the “Change4Life” website as well as giving a dedicated phone line number where people can call or register for advice on healthy eating and fitness activity.

In support of the campaign, Unilever is to sponsor the London marathon in a deal which will see Change4Life branding along the route.

In January and March, ITV will run a show called “Feelgood Factor” providing information aimed at helping families live more healthily.

The campaign’s key themes will also be communicated in Co-operative stores and in Tesco outlets. Tesco will also promote the Change4Life message on its website and run themed price promotions in store.

PepsiCo UK is also to launch an advertising campaign using high profile sportsmen and women to promote the benefits of keeping fit.

Other companies and organisations planning activity include Kelloggs, Asda, the British Heart Foundation and the Fitness Industry Association.

In addition to Change4Life, an industry consortium, under the name Business4Life, was announced in November. The consortium will contribute more than £200 million over four years in addition to Government funding of £75 million. It has 33 members including manufacturers, media and advertising agencies, media owners

M&C Saatchi was awarded the advertising brief for Change4Life ealier this year. Manning Gottleib OMD will handle communications planning for the campaign while EHS Brann and Profero have been appointed to handle the direct mail and digital elements of the campaign respectively.