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;...

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