Only 1 in 5 primary school aged children eats enough vegetables (Food Foundation 2016). Years of ‘eat your greens’ messages have failed – risking the health and wellbeing of the nation’s children.
As part of ITV’s work to champion better health for everyone, ITV and Veg Power, (a campaigning group for vegetables from the Food Foundation), joined forces to reverse this.
ITV donated £2 million of prime-time, family-focused airtime, and partnered with adam&eveDDB to create a 60” spot, funded by a unique alliance of all 11 major supermarkets and Birdseye.
The ad needed to work against deeply ingrained perceptions that vegetables are boring – the least fun thing on the plate – to create real behaviour change. It needed to make vegetables as exciting as the best of ITV’s Saturday night family shows. It was no small challenge.