One in three children leaves primary school overweight or obese, with diet being the most causal factor. Vegetable consumption has been declining since 1947 and only 1.2% of food and drink advertising was spent promoting them. By 2017, only 18% of kids were eating the recommended 3.5 portions a day. It was a nutritional time bomb, with long-term consequences. So, ITV and VegPower joined forces to tackle the issue, with a mission to change attitudes, behaviour and, ultimately, consumption of vegetables amongst primary-aged children.
ITV, VegPower, adamandeveDDB, and Goodstuff collaborated, mobilising an industry-wide alliance to run the campaign, despite receiving zero budget. Armed with obesity stats and brave creative, we persuaded a crack team of partners to join the fight: Rival supermarkets funded the production and activated at PO. The Advertising Association helped bring cinema, press and digital partners on board. The OOH industry ran a national campaign and Schools distributed reward charts to encourage the consumption of vegetables amongst pupils.
The campaign was a success, as 40% of 6-11-year-olds and half of parents agreed it would make kids want to eat more veg and 42% of younger parents and 34% of 6-8s agreed they had eaten more veg as a result – equivalent to 650,000 children. Organic Google search volume of featured vegetables increased +2.2%. Our goal was 1 extra portion of veg a week in 25% of families with kids (=4.4m vegetable units) but econometrics showed veg sales increased by 17.7m units, equating to an extra weekly portion for every household with kids.