ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Campaign details

Brand: ITV & Veg PowerAdvertiser: ITV & Veg PowerEntrants: adam&eveDDB and Goodstuff CommunicationsPrincipal author(s): Sara Keegan, adam&eveDDBContributing author(s): Clare Phillips and Susie Braun, ITV, Les Binet, Tom Roach, Hugh De Winton and Luke Williams, adam&eveDDB, Sara Jones, Pearl Metrics, Russ Dowse and Will Tate, Goodstuff Communications

Executive Summary

Today 1 in 4 children in the UK are obese or overweight by the time they start primary school. When they leave it's 1 in 3.2After declaring this a national emergency, the government challenged the creative industry, the public...

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