Now in its sixth year, the campaign, originally launched by ITV and Veg Power and proven to increase children’s vegetable consumption, aims to build on the behaviour change success achieved in previous years. More recently, results from the Eat Them to Defeat Them 5-year evaluation confirmed the campaign was having a positive impact on children’s long term vegetable eating habits. It uses advertising and communications to inspire kids to eat vegetables and create life-long good food habits that they will, in turn, share with their children. Veg Power is a unique alliance, bringing together a diverse network of multidisciplinary experts and partners that have supported the development of our work and our success. As part of this, ITV, along with Channel 4 and Sky, encourage the UK’s kids to eat more healthily through Eat Them To Defeat Them.

Source: The Guardian February 09, 2024 13:12 UTC