Veg Power campaign launch

28 January 2019

Have you seen the Veg Power advert on TV, social media or in print and want to get involved in the mission to get kids eat more vegetables?

Veg Power is a marketing fund that uses the top people in the advertising industry to create impactful, innovative campaigns aimed at children. Kids in the UK are not eating enough vegetables and the fund consulted extensively across the food industry, academia, public health and community groups. It also asked over 1,000 parents and kids to share their honest views on vegetables. The fund worked with adam&eve/DDB, voted Campaign Agency of the Year for a record four consecutive years and the resulting campaign #EatThemToDefeatThem launched on ad breaks during ITV’s Coronation Street 7:30pm 25 January.

The advert will feature across the ITV network and will count with huge support from ITV talent and popular shows such as The Voice, Good Morning Britain, Loose Woman and This Morning. Ten supermarket partners will participate with activation in store, online and with special offers. The advert will feature before the Lego movie throughout half-term in Odeon and Vue cinemas. Posters will appear at sites nationwide.

Veg Cities is partnering with Veg Power to take the advertising campaign into local communities. Alongside a host of activities to grow, sell, cook and save more vegetables, Veg Cities all over the UK have embraced Veg Power and are involved in distributing reward charts and stickers into local school and clubs, organising events of every size in communities, businesses, schools and clubs, as well as sharing veggie love on social media.

Learn more about the #EatThemToDefeatThem campaign and download resources at and follow @VegPowerUK on social media.

If you are a local authority or food partnership and are interested in working with local organisations and partners in your area to get kids eat more veg, register to run a Veg Cities campaign.

If you are an organisation that could encourage more veg gets grown and eaten, such as a school, community group, restaurant or caterer, register as a Veg Cities participant and tell us more about your actions.

Veg Cities is currently the feature campaign of Sustainable Food Cities, and is run in partnership with Peas Please.


Leon Ballin
Sustainable Food Cities

Sustainable Food Cities is a partnership programme run by

Soil Association

Food Matters

Esmée Fairbairn Foundation
Sustainable Food Cities is funded by the Esmée Fairbairn Foundation 

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