'Eat Them To Defeat Them' is a new campaign that aims to get kids eating more healthily. Adam & Eve/DDB devised the campaign for ITV and Veg Power with a bold new approach to promote veg. It is funded by a groundbreaking alliance of all the UK’s major supermarkets and Birds Eye.
Eat Them to Defeat Them’s strategy puts children in control in a fun, playful way, and speaks directly to them – playing to the truth that many kids think vegetables are gross – and engaging with kids and parents in a brand new way, looking to reinvigorate how vegetables are viewed and consumed.
In a 60-second film, directed by Pulse Films’ Ninian Doff, children are cast as the heroes in movie scenario with a horde of vegetables emerging 'from underground to take over the world'. The ad then depicts the kids chomping through a whole selection of veg in order 'to eat them to defeat them'.
This new strategy is designed in response to the rise in childhood obesity and diet related diseases. The TV ad will be supported by online, social, outdoor, cinema and print activity, with The Beano running the print ad and pull-out material in the comic and new veg-themed videos, games and quizzes to support the campaign on Beano.com, including a new food video series, Crunch.
To accompany the campaign Adam & Eve/DDB has created an ‘eat chart’, which is designed to reward kids with stickers when they consume vegetables. The charts and posters are being distributed to thousands of schools with the support of some of the biggest catering companies in the country.
Client: ITV & Veg Power
Brand: Veg Power
Project/Campaign name: Eat Them to Defeat Them
Client: Dan Parker, CMO, Veg Power; Jo Ralling, Campaign Director, Veg Power
Rufus Radcliffe, CMO, ITV; Clare Phillips, Director of Social Purpose, ITV; Lucy Pack, Marketing Manager, ITV
Chief Creative Officer: Richard Brim
Copywriter: Mark Lewis & Matt Fitch
Art director: Matt Fitch & Mark Lewis
Agency producer/s: Sally Pritchett
Planner/s: Martin Beverley, Hugh De Winton, Sara Keegan
Chief Executive Officer: Mat Goff
Account Director/s: Mitch Lovich
Account Executive/s: Clive Olamiju
Project Manager: Alice Southam
Marketing & PR Manager: Jessica Dunley
Designer/Typographer: Danny Edwards
Media agency: Goodstuff
Production company: Pulse Films
Executive Producer: Lucy Kelly
Producer: Ellie Fry
Director: Ninian Doff
Production Manager: Ria Hanish Oakes
Production Designer: Tim Gibson
Cinematographer: Patrick Mellor
Editing Company: Work Post
Editor: Mark Edinoff
Post Production: nineteentwenty
Post Producer: David Keegan
VFX Supervisor: Ludo Fealy
2D Artist : Robert Lilley, Nicole Palucsis
3D Lead : Martin Blunden
3D Artist : Mike Farrar, Josh Barlow
Colourist: Kai Van Beers
Music Supervisor: String & Tins
Audio Post Production: Adam Smyth @ String & Tins
Soundtrack name and composer: Veg Power Trailer String & Tins, composers - Lukas Ledzki and Michal Smorawinski.