Soft drinks suppliers Britvic ](http://www.britvic.com/)and [PepsiCo ](http://www.pepsico.com/)have teamed up with environmental charity [Groundwork ](http://www.groundwork.org.uk/)and four celebrities to launch the Transform Your Patch campaign, an ambitious project to regenerate 165 outdoor spaces across the UK with the support of consumers.
Britvic GB marketing director Jonathan Gatward described the profile-raising campaign as "one of the most inspiring transformation programmes every undertaken in the UK".
According to Groundwork chief executive Sir Tony Hawkhead, every purchase of a participating soft drink brand will represent 1cm2 of land that will be transformed.
From now to September, consumers will also be urged to vote for competing teams of celebrities paired with specific soft drinks brands that will champion different projects on the www.transformyourpatch website. The most popular team will win an extra £100,000.
The teams comprise: Robbie Savage and PepsiMax pitching for five-a-side football fields; Denise van Outen, Robinsons and Robinsons Fruit Shoot campaigning for playgrounds; Emma Willis , Britvic J20 and Lipton Iced Tea arguing for picnic areas and parks; and Fazer, Tango and Mountain Dew pushing for skate parks.
The campaign will be backed by TV advertising.
By Angela Frewin
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