To get 1m children eating one more portion of vegetables a week, ITV and Veg Power launched a communications strategy inverting public health advertising by suggesting vegetables were despicably evil and children should ‘Eat Them to Defeat Them’.
In 2019, severe obesity in year 6 UK children was at an all-time high. This case includes evidence that, following this messaging, kids were 19% more likely to agree that eating vegetables was fun and 54% more likely to ask parents for more vegetables. In three years, the strategy generated an estimated 981 million portions or £98.1m of incremental sales.