The Drum Awards for Marketing - Entry Deadline

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Date: Jan 2019
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'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, 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.