Eat Them To Defeat Them

Children in the UK aren’t eating enough vegetables. While traditional public health messaging around 5/day is well known, it hasn’t translated into increased veg intake. To help change this, Veg Power, the not-for-profit focused on increasing vegetable consumption, joined forces with ITV and created The Eat Them To Defeat Them campaign, combining the power of advertising and social media with a schools’ programme. We have successfully created a community mobilising thousands of schools and over 1 million children. Nearly 60% of parents said their children ate more vegetables as a result and analysis of retail sales data also found we have directly generated £92m in vegetables sales which is equivalent to nearly 1 billion additional child portions.