ITV/Veg Power: Eat Them To Defeat Them

As any parent will know, getting kids to eat their greens is a battle of epic proportions. After begging, pleading and threats have all failed, bribery remains the only weapon in the arsenal. But this brilliant new campaign shows there is another way: make it a heroic mission to save the world.

Created by adam&eveDDB as a pro bono project for ITV and the Veg Power initiative, the campaign actively embraces the fact that many children think vegetables are gross and turns it into a clever marketing strategy.

In a 60-second TV spot, directed by Pulse Films' Ninian Doff, veggies are portrayed as baddies trying to take over the world. After emerging zombie-like from the ground, they draw power from the sun and go on a rampage (one particular scene, involving a sprout attack in a car, is enough to give you nightmares - even if you liked the sulphurous horrors in the first place). The adults can barely keep the hordes at bay, so it's down to the kids to save the day - by chomping through the evil blighters, one cherry tomato at a time. 

Set to air on ITV tonight [25 January 2019], the film will be supported by online, social, outdoor, cinema and a print ad which will run in the Beano comic, alongside pull-out material. Veg-themed videos, games and quizzes will also run on Beano.com, including a new food video series, Crunch.

Find out how director Ninian Doff marshalled his evil veggie army in a Q&A later today.