ITVLogo

Eat them to defeat them

Mobilising an industry-wide alliance to get the nations children to consume more fruit and veg

CHALLENGE

One in three children leave 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 & VegPower joined forces to tackle the issue, with a mission to change attitudes, behaviour and ultimately consumption of vegetables amongst primary-aged children.

IDEA

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 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 consumption of vegetables amongst pupils.

RESULTS

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’d 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 actually increased by 17.7m units, equating to an extra weekly portion for every household with kids.