The government's £275m marketing push to tackle obesity will see Tesco and Asda cut prices on healthy food, ITV launch a national health campaign and Pepsi use its stars in fitness ads.

Set to launch in January, the Change4Life campaign includes £75m of government marketing and a pledge of £200m in services and ad space from a coalition of 33 companies.

The health secretary, Alan Johnson, has outlined a range of commitments from brands including Kellogg's, ITV, Asda, Tesco and PepsiCo.

In the new year, ITV will launch a two-month national and regional campaign on ITV1 to encourage its viewers to pledge to lose weight, eat more healthily and take more exercise.

PepsiCo, which owns brands including Pepsi and Tropicana, has pledged to promote the benefits of an active lifestyle using sporting stars with whom it has sponsorship contracts. These include Gary Lineker and David Beckham, but Pepsi has not yet revealed who will appear in its anti-obesity ads.

The government said it was also holding talks, through industry body the Advertising Association, with companies including BSkyB, Kraft and Unilever about joining the initiative.

Tesco and Asda have pledged to run promotions to encourage healthier eating, while a range of convenience stores - including Spar, Londis and Costcutter - will run a pilot in the north-east to improve the quality and promotion of fresh fruit and vegetables.

"It's unprecedented for supermarkets to join the government and pledge to cut prices on healthy food," said Johnson.

He added: "We are aiming to create a lifestyle revolution that will help families to eat well, move more and live longer.

"Ten million people visit their corner shops every day and 36 million shop at Asda and Tesco each week. The fact that grocers and supermarkets are on board means we can really influence what goes into our shopping trolleys."

The government said that more than 12,000 grassroots organisations, from the British Heart Foundation to the Fitness Industry Association, had signed up to the Change4Life initiative.

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