Celebrities become Evil Veg in Brand New TV Advert to Launch Third Year of Eat Them To Defeat Them' Campaign for ITV and Veg Power
Dame Emma Thompson, Amanda Holden, Jamie Oliver, Stephen Mulhern, Giovanna Fletcher and Ranvir Singh voice evil veg characters in the latest advert to get children to eat their veg
Prepare for Battle' is the theme of the latest ad in the award-winning campaign from Veg Power and ITV, supported by STV, Channel 4 and Sky and sponsored by an alliance of supermarkets and food brands
Campaign is proven to get children eating their greens, driving additional sales of over 500 million portions of vegetables since launch
A New Report, Veg Facts 2021, shows that almost a third (29%) of children aged 5-10 years old eat less than one portion of veg a day
89% of children aged 5-10 years eat less than the Government's Eat Well Guide recommendations for veg
An army of warrior kids vows to vanquish a legion of evil vegetables in the brand new TV advert for ITV and Veg Power's highly effective Eat Them To Defeat Them campaign, created by adam&eveDDB, supported by a multi-million media alliance between ITV, STV, Channel 4 and Sky, and funded by 10 food and retail brands.
The cackles, grunts and groans of the evil attacking vegetables have been hilariously voiced by top celebrities including Dame Emma Thompson, Amanda Holden, Jamie Oliver, Stephen Mulhern, Giovanna Fletcher and Ranvir Singh in a bid to build on previous successes in getting children to eat more vegetables. One in three children leaves primary school overweight or obese, and eating vegetables is core to a healthy diet.
This comes with a new report from the Food Foundation showing almost a third (29%) of children aged 5 to 10 years old eat less than one portion of vegetables a day.
Called Prepare for Battle', the campaign carries on the successful strategy of positioning the evil vegetables as an enemy where the children become the heroes and have to Eat Them To Defeat Them. This counter-intuitive approach has already proven to be very effective with kids, parents and schools all confirming it actually gets kids to eat more vegetables. 81% of school staff stated that the campaign was more popular than other healthy eating initiatives. 76% of kids in schools said the campaign made eating veg more fun.
Since the campaign debuted in January 2019, it has led to sales of over 517 million additional children's portions of vegetables worth £63m.
The new hero 60-second spot starts with the news that evil veg are back. We then see kids from across Britain pledging to make their foes wish they were never grown'. In a montage, the kids undertake intense training using everyday kitchen utensils, eventually squaring up against the veg on the battlefield. The first shot is fired, in the form of a fork piercing a terrifying tomato, before all hell breaks loose. As the army charges forth, one of the warriors turns to camera, demanding of her fellow children: Will you just sit there? Or are you with us?
Prepare for Battle' launches on Saturday 29 May including in ITV's new show, The Masked Dancer. The Masked Dancer includes a Beetroot character, inspired by the campaign. The new Eat Them To Defeat them ads will also run in major shows on Sky, Channel 4 and STV, and feature in editorial including Martin and Roman's Weekend Best, James Martin's Saturday Morning, Alan Titchmarsh's Spring into Summer, and ITV Daytime.
The campaign is set to reach 5.2 million households with children, thanks to donated media from ITV, Channel 4 and Sky, as part of their £10 million commitment to promoting healthy lifestyles for children.
The campaign is funded by 10 major food retailers and brands - Aldi, Asda, Birds Eye, Co-op, Lidl, Total Produce, Ocado, Sainsbury's, Tesco and Waitrose. Media agency Essence have planned the off-air media for the campaign, securing pro-bono contributions from advertising and media partners, including Pearl and Dean, News UK, Mail Metro Media, The Guardian, The Telegraph, Verizon, Spotify, Mail Online, Mumsnet, LadBible, Snapchat, Twitter, Acast, JCDecaux, First News, Clear Channel and Ocean Outdoor in a huge drive to encourage children to feel more enthusiastic about eating vegetables.
This year the campaign is rolling out into 1,900 primary schools with veg tasting sessions, posters, teaching aids and games, and into the homes as 500,000 children will be given a vegetable reward chart and sticker pack, alongside a puzzle book co-created and funded by Public Health England's Change4Life campaign.
A new report, Veg Facts 2021', being released by The Food Foundation and Peas Please Partnership, reveals that almost a third of children between 5-10 years old eat less than one portion of veg a day. The Eat Them To Defeat Them campaign shows how advertising can be used to inspire kids to eat a healthier diet. The situation does not improve with teenagers with only 6% of teenagers aged 11-16 years old currently eating enough veg to hit the recommendations in the Government's Eatwell Guide.
Research conducted by YouGov, commissioned by ITV and Veg Power for the campaign found that 35% of parents worried about their children's diets during the pandemic.
Evil Vegetable Cast List
Carrot - Jamie Oliver
Broccoli - Giovanna Fletcher
Pepper 1 - Emma Thompson
Pepper 2 - Ranvir Singh
Sweetcorn - Stephen Mulhern
Tomato - Amanda Holden
Baroness Rosie Boycott, Chair of Veg Power Board, said: We are delighted that Eat Them To Defeat Them has returned for its third year and is set to reach even more children across the UK. As our mission is to get the UK eating more veg, engaging with children on this topic is crucial as not only will it improve their health but encourage life-long eating habits.
Susie Braun, H
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
Celebrities become Evil Veg in Brand New TV Advert to Launch Third Year of Eat Them To Defeat Them' Campaign for ITV and Veg Power
