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

Intro

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands