Veg Power launches Eat Them to Defeat Them activity book for kids
ifour creative agency has designed and illustrated the next installment of its Eat Them to Defeat Them campaign, and released it as the Eat Them to Defeat Them activity book.
Bursting with bonkers fun, the book has been created by Veg Power in partnership with ITV, Channel 4, Sky, Public Health England, Coop, Sainsbury’s and ASDA.
Launching as a physical book with downloadable digital assets, there is also a supporting amplification campaign through social media channels and ITV, Channel 4 and Sky ad slots to maximise the reach to the target audience – UK kids. Physical books are being supplied to families by partners through retail, food banks, & schools and other channels, whilst digital downloads will be available to all through the Veg Power website.
The Eat Them to Defeat Them campaign started off as an initiative to make veg fun for kids, treating vegetables to the same marketing and advertising as big branded and junk food. The Eat Them to Defeat Them activity book is designed to make eating veg a fun part of daily life, encourage them to try new vegetables, and eat an additional portion of veg.
Through specific case files for family favourite veggies such as tomatoes, peppers, peas, carrots, sweetcorn and broccoli, kids get to meet the veg, and complete a range of challenges and activities before they get ready to eat them to defeat them with a recipe that uses veg as a star ingredient. Each section takes readers through a range of puzzles, games, competition, recipes and food fun, all around the ongoing mission, to help out the adults by taking on the veggies.
Working with editor Helen Ward, ifour creative agency, Veg Power’s long-standing design partner, used our in-house illustrator and senior design team to come up with unique illustrations of the troublesome vegetables. Each spread has been designed to create a bold, vibrant journey through the activity book, filled with engaging puzzles and veg-based fun and reinforcing the Eat Them to Defeat Them campaign messages.
To support the amplification campaign, ifour also produced a range of assets ready to create content to be used in social media and other channels. ifour has been proud to work with Veg Power from the beginning of the Eat Them to Defeat Them campaign. Having won the initial competition to create a poster to encourage kids to eat more veg, other assets created include social media content, the website, posters and the Truly Epic Book of Veg Power recipe book.
Since starting the Eat Them to Defeat Them campaign, it has been responsible for an increase in veg sales of £63m, equivalent to 517m children’s portions of vegetables. Download a mission pack here: https://vegpower.org.uk/downloads/
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ifour is a multiple award-winning creative agency based in Tunbridge Wells, Kent. Founded by Creative Director, Graeme Hall. His vision was...