Eat Them To Defeat Them returns with £10m campaign

February 20, 2020

The award-winning "Eat Them to Defeat Them" campaign is back, with Veg Power to encouraging children to eat vegetables as part of the £10m media alliance between ITV, Channel 4 and Sky, aimed at improving children’s physical health over the next three years.
 

"Eat Them to Defeat Them" 2019 proved hugely successful, with more than 650,000 children eating more vegetables and 18 million more units of vegetables sold – enough for an extra portion of vegetables on every family dinner table in the UK for each week of the campaign. 

 

“The fantastic results of "Eat Them to Defeat Them" proves the power that TV advertising has to positively inspire and educate people and demonstrates the real social impact broadcaster collaboration is delivering - changing the eating habits of hundreds of thousands of children for the better,” Matt Salmon, Interim Sales Director, Channel 4 said. 

 

The campaign launched in January 2019 as a collaboration between ITV and Veg Power, with dedicated funding from a number of supermarkets - Aldi, Asda, Birds Eye, Co-op, Lidl, Marks and Spencer, Morrisons, Ocado, Sainsbury’s and Tesco - and pro-bono contributions from advertising and media partners.

 

The campaign is returns to make a bigger statement in 2020. On Saturday, "Eat Them to Defeat Them" launched with a roadblock advertising campaign across ITV, Channel 4 and Sky. It reached 80% of households with children, in the biggest-ever single campaign to promote vegetables in the UK.

“We've proven that the power of creative advertising can inspire children to eat more veg and reduce their chances of developing diet-related illness, so it's crucial that we build on this success: industry, business and government must forge ahead and promote veg in more dynamic and creative ways," Dame Rosie Boycott, chair of Veg Power, said. 

 

Following the launch and throughout the seven-week campaign, the initiative focuses on a different vegetable each week, encouraging children to join the fight to defeat the vegetables. More than 1,500 schools will also be taking part, with vegetable-related canteen recipes, posters and 450,000 reward charts and sticker packs for kids to take home. 

 

“The 2019 campaign results really blew us away," Clare Phillips, Director of Social Purpose at ITV said. "ITV are delighted to be leading it again, mobilising an even bigger alliance of partners, and we hope to get hundreds of thousands of children eating more vegetables as a result.”

 

Source: Produce Business UK

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