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Eat Them To Defeat Them | ITV

The vegetables were ready to take over the nation. ITV in partnership with Veg Power introduced Eat Them To Defeat Them.


Together with Veg Power, we enlisted the help of kids to defeat the vegetables by eating them. I ran the digital campaign with the ITV responsibility team, working with multiple stakeholders, talent and ITV Daytime shows. We successfully inspired more kids across the nation to eat vegetables.


The Voice coaches even got involved.


My role involved managing the digital launch of Eat Them To Defeat Them in partnership with ITV and Veg Power. I secured digital placements with ITV talent and across ITV Daytime shows including Good Morning Britain, This Morning, Loose Women and Lorraine.


The campaign was championed by top chefs including Hugh Fearnley-Whittingstall, Jamie Oliver, and Prue Leith. As well as cooking connoisseurs, we partnered with major supermarkets and local councils across the country.


Each week Jamie Oliver shared a recipe on social media promoting the Eat Them To Defeat Them veg of the week.





Kids had their forks at the ready as they joined the battle against the vegetables. This Morning chef Gino D'Acampo had a recipe up his sleeve to help encourage families to eat vegetables at meal times.
Battles with broccoli, tantrums over tomatoes, and tears over turnips; getting kids to eat vegetables is notoriously difficult.

The topic even inspired a debate on Good Morning Britain.


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