The Veg Power 2024 "Eat Them to Defeat Them" campaign, in partnership with ITV, continues to revolutionise children's vegetable consumption, with far-reaching positive effects.
This year’s campaign reached an astounding 620,000 children across 2,375 primary and special schools. Over the past six years, the initiative has impacted 1.7 million children from more than 5,000 schools, driven by over £20 million in advertising and school programmes.
The results are undeniable: the campaign has sparked a remarkable increase in vegetable consumption among children and their families. Alarmingly, research shows that 80% of children fail to eat enough vegetables, with one in three consuming less than a portion per day. The Eat Them to Defeat Them campaign directly addresses this public health crisis, encouraging healthier habits not only in children but also influencing their parents’ eating patterns.
The impact of poor vegetable consumption on children’s health is profound, affecting their well-being now and increasing the risk of costly health complications later in life. Veg Power highlights the potential long-term ramifications, including higher healthcare costs and reduced productivity across the nation.
This multi-award-winning campaign stands out by inspiring children through a combination of high-profile advertising and a targeted schools programme. Evaluations of the 2024 campaign underscore its effectiveness, with impressive outcomes:
77% of parents reported their children ate more vegetables during the campaign.
62% of parents said their own vegetable consumption increased as a result of their children’s participation.
55% of parents noted a lasting improvement in the variety and volume of vegetables consumed by their children.
87% of children and 90% of parents expressed eagerness to participate again next year.
Dan Parker, CEO of Veg Power, hailed the campaign’s success, stating: “Our evaluation shows that Eat Them to Defeat Them is not only beloved by this generation of children but is becoming more effective each year. This campaign is truly making a difference, cutting across all income levels and steadily improving vegetable acceptance and our nation’s diet. The real challenge now is to expand our reach further. Imagine the impact if every child in primary school had access to the programme, rather than the current 10-20%."
As Veg Power prepares for the 2025 campaign, the ambition grows to create lasting dietary change and continue shaping healthier futures for millions of children. With sustained support, the possibilities are endless, and the battle to defeat unhealthy eating habits could see an even greater triumph next year.
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