Eat Them To Defeat Them

Agency Network: 
January 2019


The new series of six 10-second ads will see different vegetable defeated each week as a fearless child faces down their enemy, in a bid to get the nation upping its vegetable intake.

First to meet its match is carrots, followed by peas, a grouchy ear of sweetcorn, broccoli, a particularly dastardly tomato and a red pepper which is ordered, in no uncertain terms, by its conqueror to ‘get stuffed’.

The award-winning campaign talks directly to children and acknowledges that often it takes some willpower to eat all the vegetables we need. The latest wave of work will also involve more than 1,500 schools with vegetable-related canteen recipes, posters and 450,000 reward charts and sticker packs for kids to take home.

The first tranche of work developed for ITV and Veg Power, which appeared in 2019, proved hugely successful, with over 650,000 children eating more vegetables and 18 million more units of vegetables sold – enough for an extra portion of vegetables on every family dinner table in the UK for each week of the campaign.

Integrated advertisement created by DDB, United Kingdom for Veg Power, within the category: Public Interest, NGO.

Advertising Agency: adam&eveDDB, UK
Chief Creative Officer: Richard Brim
Creative Director/s: Matt Fitch, Mark Lewis
Copywriter: Lily Hurst
Art director: Will Blackburn
Agency producer: Petrina Kilby
Planners: Hugh De Winton, Sara Keegan
Account Director: Mitch Lovich
Account Manager: Clive Olamiju
Business Affairs: Lois Edwards
Designer/Typographer: Mitch Gibbons
Media agency: Goodstuff
Media planners: Beth Thomson, Patrick O’Reilly
Production company: Biscuit Filmworks
Producer: Camilla Cullen
Director: Big Red Button
D.O.P: Alex Melman
Editing Company: The Assembly Rooms
Editor: Nick Allix, Katie Truelove
Post Production: Nineteen Twenty
Post Producers: David Keegan, Polly Roberts
VFX Supervisor: Ryan Hadfield
Colourist: Kai Van Beers
Music Supervisor: Charlie Howard, Adam Smyth
Audio Post Production: String & Tins
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conick's picture

violence with children?

Activity Score 221
Copywriter at Hisseli Harikalar Fabrikası
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