ITV Vegpower: Eat them to defeat them – Waging a war to get kids to eat more veg

Campaign details

Brand: Veg Power / ITV
Client: Veg Power / ITV
Agency: adam&eveBBD London

Fighting A Losing Battle

All health experts agree on the importance of a nutrient rich, vegetable packed diet. We all know it too, but so few of us actually do it.

As a nation we are eating less vegetables than we did in the 1970s.

But it's amongst children that the problem is particularly acute. Only 1 in 5 primary school aged children eat enough vegetables (Food Foundation 2016).

Across the country everyday, battles are fought at kitchen tables. And too often, those battles are being lost - putting the health and wellbeing of the nation's children at stake.

This was a classic planning challenge. A big societal behaviour change problem that needed to be fixed immediately.

Leading The Fightback

In July 2018, ITV and Veg Power, (a campaigning group for vegetables from the Food Foundation), joined forces to start the fight back.