Eat them to Defeat Them

Have you seen the Veg Power advert?

A new campaign to encourage everyone to eat more vegetables was shown for the first time on ITV on Friday 25 January.

The adverts have been developed by a group of industry experts in response to the concern that 80% of children aren’t eating enough vegetables.

The idea behind the Veg Invasion advertising is to encourage children to want to eat more vegetables by turning it into a game, rather than telling them (yet again) that it’s good for them.

ITV has donated £2m of advertising space on their channel, and the creative has been delivered by leading agency Adam and Eve.

At AHDB we are offering financial and in-kind support to Veg Power and we would like your support too. Please help the campaign on social media, using #EatThemToDefeatThem.

A social media kit is available to download for you to use.

Look out for adverts across ITV over the next few weeks.