Eat them to defeat them
VegPower and ITV have unveiled their radical new ad that aims to encourage kids to eat more veg.
Taking a significantly different approach in strategy, the Eat Them To Defeat Them campaign, has deliberately left out any talk of the health benefits of greens or the importance of getting your five-a-day. Instead it pits vegetables as an enemy that adults have been trying to keep at bay for years. And the only way that the veg can be defeated is by kids eating them!
It was also fantastic to see the 60-sec ad shown during televisions first 'vegetable-only ad break' during The Voice.
Watch the ad and read more about the campaign here.
In other news ...
Young Food Ambassadors from across the country joined Dame Emma Thompson at Westminster to call for urgent political action on child food insecurity.
We've just submitted our response to Ofsted's draft inspection framework calling for a renewed focus on healthy eating and food education.
The words “healthy eating” have been removed from the framework and we can find no reference to "school food", "food education" or the government’s proposed Healthy Schools Rating Scheme.