Veg Power "Eat them to defeat them" by Adam & Eve/DDB

Veg Power's 'Eat them to defeat them' campaign returns for its second instalment.

A series of 10-second spots shows children as they square off against vegetables – including a carrot, a bowl of peas and a stalk of broccoli – all while reciting '80s-style action quotes such as, "it’s crunch time carrots" and "you’re going down peas".

The ads are running on ITV, Channel 4 and Sky, with plans to reach 80% of households with children in the UK. Veg Power’s campaign also includes posters, reward charts and sticker packs, with more than 1,500 schools adopting vegetable-related canteen recipes. 

The work was written by Lily Hurst, art directed by Will Blackburn and directed by Big Red Button through Biscuit Filmworks. Media is handled by Goodstuff. 

Last month (14 February), Veg Power unveiled the return of its campaign alongside a £10m media alliance between ITV, Channel 4 and Sky, following last year’s success which saw 650,000 children eat more vegetables and 18 million more units of vegetables sold.

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