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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. 

Coming into its seventh year in 2025 this much-loved campaign has been supported by £20m of TV advertising with over 1.7m different children taking part in over 5,000 primary and special schools. The evaluation data confirms that repeated involvement in the campaign leads to increased veg consumption over the long term and population scale improvement in veg consumption.

Jump down to campaign impact & insight or find out how you can get involved.

Check out the campaign website…

2024 Main Campaign Sponsors

What people say…

This has really engaged the children both here and at home. We have had fantastic feedback from parents saying their children are eating and asking for more veg. Parents are also eating more veg and staff as well!

Catering Manager, Birmingham

Most effective way we’ve tried so far at getting younger children to try and keep eating a range of vegetables

Headteacher, London

We’ve never had an experience like this in our school before, all our children and teachers loved it.

Senior Leadership Team, Lambeth

It was amazing how children that would usually say they didn’t like a certain type of veg would try different things and discover that they actually liked them.

Senior Lunchtime Supervisor, Hampshire

Looking at doing more of this next year as children thoroughly enjoyed this,thank you . Please keep this initiative alive as it’s been a fun campaign!

Assistant Headteacher, South London

It has given the kitchen staff a chance to be creative, added some excitement to their daily routine. In particular to see the faces of the children light up with great passion when they see their work on display and look of delight at the displays made and most of all tried things they wouldn’t normally.

Cook in Charge, Shropshire