ITV and Veg Power have enlisted celebrities Emma Thompson, Jamie Oliver, Stephen Mulhern, Amanda Holden, Ranvir Singh and Giovanna Fletcher as the "Eat them to defeat them" campaign continues.
The ad shows "farmed and dangerous" evil vegetables Oliver (carrot), Fletcher (broccoli), Thompson and Singh (peppers one and two), Mulhern (sweetcorn) and Holden (tomato) as they are munched upon by an army of children. It ends as a child asks: "Will you just sit there or are you with us?"
Funded by Aldi, Asda, Birds Eye, Co-op, Lidl, Total Produce, Ocado, Sainsbury’s, Tesco and Waitrose, the spot launched last week (29 May) and includes pro-bono contributions from Pearl and Dean, News UK, Mail Metro Media, The Guardian, The Telegraph, Verizon, Spotify, Mail Online, Mumsnet, LadBible, Snapchat, Twitter, Acast, JCDecaux, First News, Clear Channel and Ocean Outdoor. It was written by Chloe Pope, art directed by Jessica Morris and directed by Zac Ella through Agile Films. Media is handled by Essence.
ITV and Veg Power first launched their "Eat them to defeat them" in January 2019 to combat the fact that, according to The Food Foundation and Peas Please Partnership, almost a third of children between 5 and 10 years old eat less than one portion of veg a day.