The adults have failed in the fight against obesity, so Veg Power and ITV are recruiting kids as the heroes in a nationwide campaign promoting vegetables.
Adam & Eve/DDB took an unconventional creative approach to encourage healthy eating, with a playful ad playing on the truth that kids tend to find vegetables gross. A 60-secnd film sets up an action movie-like scenario in which a horde of evil vegetables invade and children must "eat them to defeat them". The campaign, which spans media including TV, cinema and outdoor, is funded by an alliance of all the UK’s supermarkets and Birds Eye, while ITV has backed the initiative with £2m of airtime across its channels. Veg Power aims to tackle the rise of childhood obesity and build a permanent advertising fund for vegetables.