Did we really increase veg sales by £63m?

Sara Jones

Sara Jones is the founder of Pearl Metrics, an independent analytics consultancy that worked with Veg Power on the Eat Them To Defeat Them campaign evaluation.

The Eat Them to Defeat Them campaign from Veg Power and ITV has run in both 2019 and 2020 and is set to return in February 2021. National You Gov surveys and commissioned surveys of children, parents and kids who have participated in the Eat Them to Defeat Them schools' campaigns have all reported that kids have been eating more veg as a result of the campaigns.

We have seen that:

  • Half of all parents and kids agreed Eat Them to Defeat Them makes eating vegetables more fun, rising to three quarters for those in schools activating the campaign.
  • 50% of children in these schools said they’d eaten more vegetables, and their parents and schools agreed.
  • 36% of schools noticed that parents were including more vegetables in lunch boxes

While claimed behaviour and enthusiasm for the campaign is all well and good, we needed to know if this was actually translating into a change in shopping behaviour and consumption. Back in 2019 we set ourselves the task of evaluating the true impact that Eat Them to Defeat Them had had on purchases of vegetables in the UK, and we have now completed the second wave of this evaluation.

We collected an exhaustive set of data on all the key attributes we needed in order to account for variables in vegetable sales including retail sales, media, promotions, seasonality and weather, Covid-19, Christmas, and so much more. Retail sales data was provided by IRI Worldwide, media data by Nielsen Media Research and store promotions data by Produce View. With this data we built sophisticated Econometric models, to study what drives vegetables sales.   After gathering over 4 years of detailed weekly data, we used the 222 data points to help us understand short and long term trends and patterns, thus helping us to quantify the impact of the Eat Them to Defeat Them campaign on vegetable sales.

Between February 2019 and July 2020, Eat Them to Defeat Them has encouraged the sales of an additional 25,828m grams of vegetables, equivalent to 517m extra children’s portions consumed. In monetary terms, this amounts to £63m of extra vegetable sales. Moreover, we measured a sustained influence from the campaign, on vegetable sales, months after the campaign had finished.

I look forward to seeing what Eat Them to Defeat Them 2021 brings…

Read Sara’s full report here.

About the author

Sara Jones

Sara Jones is the founder of Pearl Metrics, an independent analytics consultancy that worked with Veg Power on the Eat Them To Defeat Them campaign evaluation.

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