ITV & Veg Power: Over 1.4 billion served and counting...

ITV, a television network, and VegPower, a non-profit company, launched 'Eat Them to Defeat Them' to encourage one million UK school aged children to eat one more portion of vegetables every week by gaining awareness amongst kids to increase household penetration.

Over 1.4 billion served and counting…

How a big, silly idea is helping to solve a big, serious problem


This is the story of a big, silly idea that is helping to solve a big, serious problem.

It's the story of 'Eat Them to Defeat Them': a 4 year-long effort (so far) to succeed where half a century's worth of British public service advertising had failed: to get kids eating more vegetables. By choice.

It's a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of...

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