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Eat Them to Defeat Them

In 2018 we formed a key partnership with ITV and together created the Eat Them to Defeat Them campaign. This multi-award winning campaign combines the power of advertising with a schools’ programme and moves away from traditional five-a-day messaging to a concept designed for children – one they find fun and engaging.

The campaign has involved a collaboration of creative talent, celebrity support, local government support, schools and catering companies. We created a positive buzz and a central narrative which puts the parents and kids on the same side. 

Now in its fifth year, we have evaluation data which confirms that repeated involvement in the campaign leads to increased veg consumption over the long term. 53% of parents with children involved in the schools’ programme reported an increase in the volume and variety of vegetables consumed. With 29% of children eating less than one portion of vegetables per day, these results are an important step in improving children’s diets and the health of our nation.

This campaign is only made possible by the ongoing support of ITV, Channel 4 and Sky Media and the creative genius of adam&eveDDB.

2023 Main Campaign Sponsors