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

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: Veg Power / ITVClient: Veg Power / ITVAgency: 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,...

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