Aardman Bolsters ‘Shaun the Sheep: One Farm’ Initiative with New Brand Partnerships

Aardman has announced two new partnerships with U.K. not-for-profit alliance, Veg Power, and Willsow Plantable Books, as part of its new ‘Shaun the Sheep: One Farm’ initiative.

‘Shaun the Sheep: One Farm’ utilizes Shaun’s link to the outdoors, sustainable living and food to encourage participation in sustainable outdoor activities.

“Shaun has starred in over 170 episodes, two half hour specials and two feature films – and even flown around the moon on the Artemis 1 space mission – but closer to home, we are delighted that Shaun has become a champion for change and a sustainability ambassador for our planet,” says Rachael Peacock, senior brand manager, Aardman. “Environment and Sustainability is a real focus for Aardman and we have recently published our commitment to become a more sustainable studio. We are really excited to extend our One Farm program with Willsow and Veg Power to raise awareness around the importance of naturally grown produce and eating a healthy diet. We have One Farm, let’s flock together to look after it!”

Willsow will be launching a Plantable Children’s Book with a “Shaun the Sheep” story adapted from the much “Baa-garita” episode from season six. The product is available now across the U.K in a variety of retail outlets including garden centers, gift shops, bookstores and independents.

“Our aim is to demonstrate the benefits of children spending more time outside understanding the importance of sustainability in a fun and engaging way,” says Tom Willday, founder, Willsow. “It hasn’t just been about creating a book but creating a moment for children to enjoy with parents, grandparents and friends alike in the outdoors. Unfortunately, our books don’t grow Shaun! However, once planted the books grow wildflowers which not only look great but are a great source of food for sheep! Nothing is corporate or serious, so it felt like a no-brainer and a real privilege to work with Shaun who as a character reflects this.

The new “Shaun the Sheep Eat the Rainbow” partnership with Veg Power, which launched with a pilot scheme in Lambeth, London, in September is a program dedicated to inspiring kids and their families to eat more vegetables using fun and engaging resources. This will be delivered through an integrated primary school and family's program which will encourage children to eat a greater volume and variety of vegetables by adding one new vegetable at a time starting with peppers, until they have a rainbow of different vegetables in their diet.

“Our mission is to get the U.K.’s kids eating more veg as current consumption levels are far too low, putting the health of our nation at risk,” says Dan Parker, chief executive, Veg Power. “We’re very excited to have the excellent creative talent within Aardman supporting our work over the next couple of years. We’re confident that this collaboration will help us reach even more children and their families through the creation of outstanding and engaging resources that will encourage even the most reluctant veg eaters to give them a try.”The “Shaun the Sheep One Farm” initiative launched earlier this year and has collaborated with Natural England’s Countryside Code and The National Forest with further brand collaborations to be announced later in the year.