By the time children start school 1 in 4 are overweight or obese, when they leave it’s 1 in 3. To help reverse this trend Veg Power & ITV joined forces to get kids eating more vegetables. Breaking from the past ‘Eat Them To Defeat Them’ was created to frame vegetables as villains. It spoke directly to kids, made eating vegetables fun and didn’t mention health once. With less that £500k to spend, the campaign used donated media from PR to POS. The campaign sold an extra ~3,300 tonnes of vegetables, beating the target 5x over. And it kept children eating vegetables long after its conclusion, equating to an estimated £1.6bn in savings to society, a total long-term ROI of £3250.