ITV and Veg Power: Eat Them to Defeat Them - How making veg bad did a lot of good

ITV, a television network, and VegPower, a non-profit company, collaborated on a campaign in the UK to tackle child obesity by getting kids to eat their vegetables.

Campaign details

Brand: ITV and Veg PowerAgency: adam&eveDDB

Summary

Childhood obesity is at an all-time high. Vegetable consumption is at an all-time low. We eat fewer vegetables now than in the 1980s. To create a healthier future ITV & VegPower joined forces to get kids eating their greens.

To do this we went against everything that had gone before, vowing to make history, not repeat it.

We worked to understand what mattered to kids (hint: it wasn't their health), aiming to create a campaign that encouraged play and put them in control. We flipped the conventional wisdom...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands