An astonishing 8 in 10 children in the UK are not eating enough fruits and vegetables. More than one-third are not even getting one serving per day.
Campaigns to improve consumption over the past few decades have been tried and failed. But one that seems to be having lasting impact is “Eat Them to Defeat Them” from Veg Power and iTV. However slight the improvements, they are nonetheless exhibiting positive results from robust efforts to reach families with messaging on the power of produce.
More than three quarters of all parents who were touched by the campaign said their kids are eating more fruits and veg. More than 60% of kids are even choosing to eat vegetables without parents prodding them. And more than half say the impact has been long term.
So “Eat Them Defeat Them”, which has seen more than £20m on advertising spent since its inception, will continue through 2025. The decision was based in part by both its successes and surveys that showed 87-90% of children and parents wanted it back next year.
“Our evaluation data has shown that the ‘Eat Them to Defeat Them’ campaign is not only much loved and well known by this generation of children but critically it is also becoming steadily more effective each year,” says Dan Parker, Chief Executive, Veg Power. “This is regardless of household income and demonstrates it works across all income brackets.
“We’re thrilled with the results that show we are slowly making a difference to improving vegetable acceptance and our nation’s diet. The crucial next step will be to bring about more positive change with our 2025 campaign and just imagine what we could achieve if all children in primary school benefited from the schools’ programme, rather than just 10-20%.”
Last year, more than 620,000 took part in some form of the campaign either at home or in schools. All told, 1.7 million children have been positively impacted by the work of the organisations and their endorsers. But one notable statistic from all of the work that Veg Power and iTV are doing, especially in schools, is that it has rubbed off on parents. More than 70% said they too are consuming more vegetables.
Organisations say the key to Eat Them to Defeat Them is not pushing the five-per-day standard but simple trying to increase consumption through fun and engaging messaging. This year’s campaign encouraged kids to chomp those vegetables one bite at a time.
Its partnerships with celebrities, retailers and chefs have also helped put muscle behind those words. With the ad blitz happening across so many channels – kids can’t help but see it and embrace it.
