ITV Eat Them To Defeat Them

ITV Media, adam&eveDDB, Channel 4, Essence, Sky UK

Agency: Veg Power

Today 1 in 3 UK children are overweight when they leave primary school. Declaring this a national emergency, the government challenged the creative industry, the public sector and schools to take action.

ITV and Veg Power teamed up to tackle this head-on in our 2019 Eat Them to Defeat Them campaign; but this was a huge issue we had to eat away at to instil lasting habits. In 2020, we grew our industry-wide alliance with the straightforward but ambitious objective of getting a quarter of British families with young children to eat one more portion of veg every day. We needed to combine targeted awareness for kids with channels that reinforced action. We approached broadcast partners and media owners across the UK to donate media and create a campaign worth over £3m but which had zero real money spend. Econometrics shows our 2020 campaign managed to grow sales of all veg in the UK by nearly 2% which is an incredible result in such a static category.