Watch the advert here!

Veg Power and ITV are joining forces to launch a landmark ad campaign to get kids to eat more vegetables and improve the nation’s health. Launching tonight in Coronation Street and across ITV’s biggest programmes, this unique alliance of all the major supermarket retailers and brands are coming together to support the campaign #eatthemtodefeatthem.

Eat Them To Defeat Them is a radical new national advertising campaign, launching today, Friday 25th January, on ITV. It aims to inspire kids to eat more healthily and help tackle rising childhood obesity.

Despite past campaigns, 80% of primary school kids still aren’t eating enough vegetables and this ground-breaking initiative looks to change that. The Eat Them To Defeat Them campaign is being launched by a partnership between ITV and Veg Power, and will engage with kids and parents in a new way, looking to reinvigorate how vegetables are viewed and consumed.

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 and Spencer, Morrisons, Ocado, Sainsburys, Tesco and Waitrose are all coming together to help their customers live healthier lives.

Prominent UK advertising agency adam&eveDDB have created the ambitious 60’ advert that will premiere on prime-time ITV during Coronation Street tonight 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 advert and supporting creative (including posters, stickers and wall charts) positions 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.

Hugh Fearnley-Whittingstall, Food Writer and Broadcaster, said: “I’m really pleased and excited to be involved in Veg Power. Getting our kids to eat more vegetables is simply vital – and it’s never been more so. This campaign is brave, fun and engaging. It will inspire kids to enjoy the huge range of tastes, textures and colours that the brilliant world of veg has to offer. A diet that’s big on vegetables will be a massive win for our long-term health. I’m hoping to see carrots and broccoli flying off the shelves!”

Let’s eat them to defeat them!