Eat Them To Defeat Them

The new series of six 10-second ads will see different vegetable defeated each week as a fearless child faces down their enemy, in a bid to get the nation upping its vegetable intake.
First to meet its match is carrots, followed by peas, a grouchy ear of sweetcorn, broccoli, a particularly dastardly tomato and a red pepper which is ordered, in no uncertain terms, by its conqueror to ‘get stuffed’.
The award-winning campaign talks directly to children and acknowledges that often it takes some willpower to eat all the vegetables we need. The latest wave of work will also involve more than 1,500 schools with vegetable-related canteen recipes, posters and 450,000 reward charts and sticker packs for kids to take home.
The first tranche of work developed for ITV and Veg Power, which appeared in 2019, proved hugely successful, with over 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.