Our Campaigns

2020 - Seasonal Vegetables

With schools, restaurants, and hotels closing, Veg Power received reports of a risk of local seasonal vegetables destined for the food services sector going to waste, while other veg is in short supply.
To respond to this risk, Veg Power mobilised food writers, chefs, nutritionists, and other food system influencers to advocate these seasonal veg on their blogs, tweets and press activities.

Together we reached 11.4 million people.

2020 Eat Them to Defeat Them

Following on from the incredible success of Eat Them to Defeat Them 2019 we returned with a series of six new adverts. Once again, we partnered with ITV and this year, we were joined by Channel 4 and Sky Media. As well as the national media campaign, celebrity support and social media campaign we launched our first schools programme in 1,600 primary schools.

2019 Cook School

We partnered with Lambeth Council and Cook School to teach 10,000 primary schools to cook with veg. Part of learning to love veg is exposing kids to them and teaching them how to prepare them in a fun and tasty way. Partnering with Cook School allows us to be involved in this important part of their veggie education!

2019 Veg Invasion

In April 2019, Veg Power invaded Brixton Market. We had market stalls, free (veg-packed) food, veg-related activities, entertainment and more, in what ended up being a fun-filled vegetable-focused day!

2019 Eat Them to Defeat Them

For many years, we have been telling kids that eating veg was good for their health, and although awareness of 5-a-day messages is high, they failed to change behaviour. We wanted to do something new and ambitious which went right to the core of how kids really think and how they learn through play - to capture their imaginations, we’d need to break the rules.

In January 2019, Veg Power and ITV joined forces with award-winning creative agency adam&eveDDB to launch Eat Them to Defeat Them, a bold new advertising campaign that reached into the homes of 40 million people. With pro-bono services, donations and support offered from huge names in advertising, media, food, and more, ETTDT became the biggest coalition in advertising history, and has gone on to win numerous awards across the food, media and advertising industries.

2018 Crowdfunder

In 2018, we launched a Crowdfunder campaign to raise the £100,000 to get Veg Power off the ground. We were blown away by the response, and even went over our target in the end! Funding came from donations large and small made by companies and individuals. We offered prizes from organisations and celebrities, Veg Power merchandise and our very own Truly Epic Book of Veg Power

2017 Veg Power Poster

Veg Power all started from a national poster design competition launched by the Food Foundation, Hugh Fearnley-Whittingstall and Sir John Hegarty. The winning poster, entered by iFour, went viral across social platforms and the name Veg Power was born.