ITV / VegPower: Eat them to defeat them: How a big, silly idea solved a big, serious problem

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: VegPower / ITVAdvertiser: VegPower / ITVEntrant: adam&eveDDB Category: Single MarketPrincipal authors: Will Grundy, adam&eveDDB; Luke Williams, adam&eveDDB Contributing authors: Annabel Barratt, ITV; Les Binet, adam&eveDDB; Heather Alderson, adam&eveDDB; Hugh de Winton, adam&eveDDB; Amrit Dhadwal, ITV; Susie Braun, ITV; Jo Ralling, Food Foundation; Dan Parker, Food Foundation; Sara Keegan, adam&eveDDB

Summary

In 2019, severe obesity in Year 6 UK children was at an all-time high. To get a million children eating one more portion of vegetables a week, ITV and VegPower launched a communications strategy inverting...

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