25 Jan 2019 Veg Power ‘#EatThemToDefeatThem’ advertising campaign launches
ITV and Veg Power have joined forces to launch a major new national campaign to change the way people think and feel about vegetables, with the aim of inspiring us all to eat more veg.
80% of adults and 95% of teenagers do not eat enough vegetables. As veg are low in fat and sugar and high in fibre and nutrients, consuming more veg everyday is a key way of eating more healthily and will play a part in tackling the UK’s obesity crisis. In addition, just over 1% of advertising during family viewing time is on fruit and vegetables, with the majority of adverts promoting food and drink high in fat, sugar and salt – but Veg Power seeks to change this.
The campaign has been launched in partnership with ITV and adam&eveDDB, one of the UK’s leading ad agencies, has been tasked with creating the ground-breaking campaign and the ambition is to create bold, engaging and creative content that will aim for real behaviour change and get everyone inspired to change their attitudes to veg.
Production funded by unique alliance of UK’s major retailers and donated via the Veg Power Fund and £2 Million advertising airtime value on ITV, reaching over two thirds of households with children
The Veg Power fund, supported by Hugh Fearnley-Whittingstall was set up to help tackle the huge rise in diet related illness across the UK by encouraging everyone in Britain to eat more veg. As part of the broadcaster’s Feel Good initiative ITV will provide media space right across the ITV channels including primetime entertainment family shows to engage the nation with this new advert. The campaign is being funded by a unique alliance of the UK’s major food retailers who are all lining up to support the campaign. Iceland, Lidl, Marks and Spencer, Morrisons, Sainsbury’s and Waitrose have made donations into the Veg Power fund in order to finance this exciting and unique campaign.
Food Active are pleased to see this initiative to help make vegetables more appealing to children, and hopefully counteract the dominance of less healthy food and drink advertising across both broadcast and non-broadcast media, particularly those that are frequently used by children.