Strong Roots Veg Poverty

Two-time Olympic gold medal boxing champion Nicola Adams is a British legend. When Strong Roots and Seven Communications came looking for a film to promote their Veg Amnesty initiative, it was an opportunity too good to pass up.

Highlighting the fact that 1 in 4 low-income families in Britain live in “veg poverty,” the campaign encourages everyone to dig out unused veg from their freezers and donate to food banks.

The film follows Nicola rising early in her hometown of Leeds, hitting the streets to get some miles in for the cause — joined along the way by an array of eager and occasionally quirky local characters, all keen to reappropriate their at-hand vegetables for the common good. It concludes with Nicola sprinting up the steps of Leeds Town Hall, followed by an eager throng of veg-waving fans — inspired, in no small part, by a certain fictional boxer who became a movie icon.