As in, what? How NOT to do it?
I can see how this goes, but when you see ads of Homer Simpson and his family eating healthy foods, you'd think you were in some kind of alternative reality.

Just when you finally think they've shown the true extent of their idiocy, the government reminds us that they can always go a bit further.
Exercise. If the fat bastards got off their arse once in a while then it would hardly matter what they ate.

The article is a little badly worded. It also reads as that they are not using the Simpsons, but other cartoon characters pretending to be the Simpsons.
This is all done before the show, then you return to the bad eating habits for 21 minutes plus adverts. Where people promptly forget about the campaign. D'oh!

There was that mountain climbing episode where he worked out. He was still fat though.
But no, these kinds of promotions are always so horribly transparent that they could never work. One of the few good things about British advertising is that they realise that the American "This is good shit! Buy this shit now!" approach doesn't work here. Unfortunately, despite 5 minute ad breaks full of the bastards, the government clearly hasn't learned anything about how to convey a message to its own people.
Which says it all, really.