“Eat Them To Defeat Them” campaign results in UK veg sales worth £92 million

Econometric analysis confirms the healthy eating campaign has contributed towards a change in shopping behaviour

Veg Power and ITV have announced that "Eat Them to Defeat Them," the award-winning campaign to encourage children to eat vegetables, has resulted in vegetable sales nationwide of £92 million.


In children’s veg portions these sales are equivalent to nearly 1 billion portions.

These newly released figures, based on econometric analysis of retail sales data* from the campaign’s launch in February 2019 through to December 2021, supports the 2021 campaign evaluation which found nearly 60% of children who participated in the schools’ programme claimed they ate more veg as a result.

Running for its fourth consecutive year, the £3 million 2022 campaign supported by ITV, Channel 4 and Sky, has just finished with adverts appearing in mainstream TV in February and March, reaching 61% of households with children aged 4-9.


The highly effective schools’ programme reached more children than ever before, with 1 million children taking part across 3,845 schools. The schools’ programme launched after February half term with a different family-favourite veg featured each week. Participating schools enjoyed veg tasting sessions, teaching aids and games. Kids also received a vegetable reward chart and sticker pack to encourage their veg eating habits at home.


Funding was provided by major supermarket and food brands Aldi, ASDA, Co-op, Dole, Lidl, Sainsbury’s, Tesco and Waitrose. The ad was developed by adam&eveDDB who worked on the campaign pro bono and was supported by media agency Essence who planned the off-air media for the campaign.


Dan Parker, Chief Executive, Veg Power said “This econometric analysis substantiates the feedback we get from surveys - Eat Them to Defeat Them is making an improvement in children’s diet both during and well beyond the weeks of the campaign. This is great news for children's health as well our veg growers and for the environment too.”

Susie Braun, Director of Social Purpose, ITV said “This campaign has been able to make a real difference to what gets in shopping baskets and ultimately in tummies. It’s incredible to see such a huge, proven uplift in vegetable sales across the country as a result of this collaborative campaign.”


Further details about the econometric analysis, completed by Pearl Metrics, can be found in the report ‘How have three years of Eat Them to Defeat Them affected shopping behaviour?’ available here.