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Eat Them To Defeat Them

/ January 27th 2020

In January 2019 ITV launched a partnership with Veg Power supported by an alliance of 12 supermarkets and food brands to encourage children to eat more vegetables. By the time children start school, 1 in 4 are living with obesity. By Year 6, it’s 1 in 3. Poor dietary behaviours are a concern, as around 80% of children do not get the recommended 3.5 portions of vegetables per day. The Eat Them to Defeat Them campaign set out to change the narrative, moving away from the worn-out “Eat your Greens” message to a more child-focused, exciting proposition.

 ITV and Veg Power worked with adam&eveDDB (who donated their time pro-bono) to develop a campaign that was as action-packed, dynamic, and as exciting as the best children’s Saturday night TV. Recognising that children often say that they do not like vegetables, the advertisement casts vegetables as the villains, who can only be defeated if kids eat them. ITV contributed £2m of airtime to show the advertisement to family audiences.

 Additionally, outdoor and cinema companies donated media space, and supermarkets ran activation events promoting vegetables. Three hundred thousand sticker reward charts were distributed, enough for 10% of the UK’s Key Stage Two classes. Celebrity chefs from Jamie Oliver to Hugh Fearnley-Whittingstall got involved, as did ITV daytime, regional news and kids shows. Schools across the country joined the social media campaign focusing on a new vegetable for each of the 10 weeks of the initiative.

You can watch the ad here. 

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