ITV and Veg power employ horror tropes go get kids rooting for veg

ITV is elevating the humble sprout into a green menace in fun fim trailer-esque campaign, all in an effort to make vegetables cool enough for kids to want them on their plates.

Launched tonight during Coronation Street ‘Eat Them To Defeat Them’ has been devised in partnership with campaign group Veg Power in alliance with the UK’s leading supermarket chains and Birds Eye, opting to subvert parental nagging for a playful approach at overturning an aversion to veg.

To this end a 60-sec film has been created by Adam&EveDDB which presents children as front line heroes in a battle against the green menace, by eating up vegetables before they take over the streets.

The deal with ITV follows on from Veg Power's poster ad competition, which ran last year in collaboration with chef Hugh Fearnley-Whittingstall and BBH co-founder Sir John Hegarty.

Hegarty, representing Veg Power, said: “Using advertising to encourage children to love veg is an incredibly important step towards transforming the nation’s health. I hope this daring campaign will have real impact and will inspire others around the globe to use creative ideas to solve one of the greatest challenges we are facing in today’s world.”

ITV is supporting the initiative with £2m worth of free air time, including what is believed to be the first vegetable-only ad break during an episode of The Voice.

It is hoped that the work can help combat an obesity epidemic in the UK which has already prompted a raft of measures such as a sugar tax and restrictions on junk food advertising.

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