A host of celebrities ranging from Dame Emma Thompson to Jamie Oliver have taken part in a new PSA to get kids eating their vegetables.
The ad is part of the ‘Eat Them To Defeat Them’campaign which has been rolled out across the UK in recent years.
Veg Power and ITV are behind the campaign, with STV, Channel 4, Sky and an alliance of supermarkets also providing support.
The latest spot, titled ‘Prepare for Battle’ comes with some serious star-power, albeit not at first glance.
Yesterday we launched our brand new Eat Them to Defeat Them campaign, encouraging kids all over the UK to tuck into more veg. #EatThemToDefeatThem @VegPowerUK @Channel4 @SkyUK pic.twitter.com/6xnHdJI8AV
— ITV Social Purpose (@ITVPurpose) May 29, 2021
The celebrities are actually voicing the evil vegetables in the spot, with Dame Emma Thompson, Amanda Holden, Jamie Oliver, Stephen Mulhern, Giovanna Fletcher and Ranvir Singh all providing their own cackles, grunts and groans to help the campaign.
And while making vegetables evil might not seem like the most effective way to get kids eating their greens, it turns out it is backed by evidence.
The ‘Eat Them To Defeat Them’ campaign has already proven successful, with 76 per cent of kids in British schools revealing they had started eating more vegetables since the launch in 2019.
There has been an extra 500 million sales of children’s portions of vegetables since launch.
Evil Vegetable Cast List
Carrot – Jamie Oliver
Broccoli – Giovanna Fletcher
Pepper 1 – Emma Thompson
Pepper 2 – Ranvir Singh
Sweetcorn – Stephen Mulhern
Tomato – Amanda Holden
