Eat them to defeat them: ITV and Veg Power unveil radical campaign

The campaign has been funded by an alliance of all the UK’s major supermarkets and Birds Eye, with the 60-second TV ad featuring a yoo-hooing sprout and ugly turnip looking to reinvigorate how vegetables are viewed and encourage kids to eat more.

Marketing Week

Veg Power positions greens as the enemy of children

UK – Vegetables are being touted as the enemy in a playful ad campaign designed to get kids to eat their greens.

LS:N Global

Veg Power: Coronation Street will tonight Premier a new vegetable advertising campaign

ITV will tonight during Coronation Street premier a new advertising campaign encouraging children to eat more vegetables.

Hospitality & Catering News

ITV and Veg Power launch campaign to get kids eating vegetables after 'adults failed'


Kids urged to take the fight to veg

Groundbreaking TV ad campaign takes radical new approach, asking kids to take on veg and ‘Eat Them to Defeat Them’

Fresh Produce Journal

Ella's Kitchen Announces Support for Veg Power Campaign

Ellla’s Kitchen has announced its support of VEG POWER, a new marketing fund aimed at increasing vegetable consumption among children that is backed by celebrity chefs such as Jamie Oliver and Hugh Fearnley-Whittingstall.

Retail Times

Sodexo backs Veg Power Fund to ‘transform children’s attitudes and drive consumption’

Caterer Sodexo has this week backed the newly launched ‘Veg Power Fund,’ which hopes to “transform children’s current attitude to vegetables” and “drive up veg consumption” across the UK.

Verdict Food Service

Peas Please puts pressure on the PR of veg

Veg Power, a crowdfunded initiative spear-headed by Peas Please, launched on 3 May with the aim of proving that more effective and targeted marketing can be used to ‘increase vegetable consumption’ – a mission that Veg Power’s supporters are united in tackling.

Natural Products Online

Veg Power Fund for Advertising of Healthy Products Reaches Over £35,000

VegPower, a fund launched at the beginning of this month to encourage people to eat more vegetables has already reached over £35,000.

Association of Convenience Stores

Veg Power wins support from supermarkets and food brands

Peas Please’s Veg Power fund, which will pay for the creation of digital adverts to encourage children to eat vegetables, has attracted support from food brands and supermarkets since its launch last week.

Talking Retail