Eat Them To Defeat Them is a radical new national advertising campaign on ITV Wales that aims to inspire children and young people to eat more healthily and help tackle rising childhood obesity.
Despite past health campaigns attempting to increase our veg consumption, less than a third of children in Wales still aren’t eating a single portion of veg a day. This ground-breaking initiative looks to change that. The campaign is being launched in partnership between ITV Wales and Veg Power and Eat Them To Defeat Them will engage with children and families in a new way, looking to reinvigorate how vegetables are viewed and consumed.
Eating more vegetables saves lives. For every one of your five a-day eaten, your risk of all-cause mortality decreases by 5% (Wang et al., 2014). In the UK, 20,000 deaths could be prevented every year if we could tackle low consumption of vegetables and pulses (Institute of Health Metrics and Evaluation, 2016). The life-saving benefits of vegetables come largely from helping to prevent diet-related chronic diseases such as heart disease, cancer and diabetes (Wang et al., 2014; Li et al., 2014).
The campaign has been funded by a unique alliance of supermarkets and brands that have donated to the Eat Them To Defeat Them initiative. Aldi, Asda, Birds Eye, Co-op, Iceland, Lidl, Marks & Spencer, Morrisons, Ocado, Sainsburys, Tesco and Waitrose all coming together to help their customers live healthier lives.
In Wales, Veg Power wants to transform how sports clubs use sponsorship and advertising to inspire our next generation to live a healthy lifestyle. By advertising and promoting vegetables, it is calling on clubs throughout Wales to invest in this healthy messaging using role models, sports stadiums ,and on sports kits across Wales.
Prominent UK advertising agency adam&eveDDB have created the ambitious 60’ advert that will premiere on prime-time ITV during Coronation Street tonight (Friday 25th January) and across ITV’s biggest programmes including The Voice, Dancing on Ice and Britain’s Got Talent. It is brave and bold and will push boundaries and engage with kids like no other healthy eating initiative has done before.
The campaign will be supported across ITV by talent and programming, it also has the support of writer and broadcaster Hugh Fernley-Whittingstall and Jamie Oliver.
The advert and supporting creative including posters, stickers and wall charts, will editorially position kids as the heroes as they help their parents save the world from being overrun by angry vegetables. They have to Eat Them To Defeat Them.
In Cardiff, the Eat Them To Defeat Them creative was recreated by renowned Cardiff graffiti artists at Oner Signs on Fitzhamon Embankment alongside the Principality Stadium and we are hugely grateful for their support.
Katie Palmer, Board Member of Veg Power and Food Sense Wales Programme Manager said: “It’s so exciting to see how Wales has embraced the drive to support its communities to eat more veg, including initial support from Welsh Government for the creation of Veg Power. Schools, Local Authorities, Health boards, independent and flagship Welsh business are all getting behind the drive and we know that sports clubs have a unique role to play in influencing the food choices of our children and young people.. Now is the perfect opportunity for sports teams to use their advertising capital to promote wellbeing across our future sporting nation.. This is a bold and innovative campaign that has the potential to inspire children to see veg in a whole new light”
Beca Lyne-Pirkis, Welsh cook and food writer said: “I am delighted to support such an innovative, ground-breaking campaign that takes on a brand-new approach to helping children eat more veg. We cannot underestimate the importance of increasing our veg consumption for our health and wellbeing, and there are limitless ways that we can include veg in our meals and snacks, whether raw or cooked”.
Aled Davies from Youth Sport Trust in Wales said: “It is my pleasure to be involved with such a fantastic campaign. I firmly believe that sports clubs can do so much to promote vegetables across their settings by introducing veg as their mid-match snack as well as the huge opportunity that clubs sponsorship and advertising can bring to increase the profile of veg and influence healthier choices in families and children”.
To find out more about the Veg Power campaign, and for campaign resources, please visit here.