Eat Them To Defeat Them is a radical new advertising campaign that aims to get kids eating more healthily.
adam&eveDDB devised the campaign for ITV and Veg Power with a bold new approach to promote veg. It is funded by a ground breaking alliance of all the UK's major supermarkets and Birds Eye.
Eat Them to Defeat Them's strategy puts children in control in a fun, playful way, and speaks directly to them – playing to the truth that many kids think vegetables are gross – and engaging with kids and parents in a brand new way, looking to reinvigorate how vegetables are viewed and consumed.
In a 60-second film, directed by Pulse Films' Ninian Doff, children are cast as the heroes in movie scenario with a horde of vegetables emerging "from underground to take over the world". The ad then depicts the kids chomping through a whole selection of veg in order "to eat them to defeat them".
This new strategy is designed in response to the rise in childhood obesity and diet related diseases with recent research finding 96% of teenagers and 80% of primary school age children don't eat enough vegetables (Veg Facts – The Food Foundation).
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