Retailers in the West Midlands town of Sandwell hope to benefit from increased sales thanks to an innovative new scheme to get shoppers buying more fresh produce.
A poster campaign on the backs of buses and trams will be used to persuade residents to buy more fresh fruit and vegetables from local shops.
Thirty local retailers are involved in the Eatwell in Sandwell campaign, which is run by the Sandwell Primary Care Trust (PCT).
Sandwell PCT food project co-ordinator Suzanne Clark said: "Our aim is to make sure that everyone has a shop selling fresh produce within easy walking distance. We will be running regular consumer promotions, including fruit at pocket money prices. People just have to look out for the Eatwell in Sandwell sign."
The campaign will run in September and October.