While exploring Berlin last week I came across some out-of-home marketing consisting of food with faces. I’ll admit I’m easily entertained by inanimate objects with faces and loved these. Unfortunately, I don’t understand German and didn’t know what exactly the campaign was about at the time. Some recent googling revealed that this was a campaign to reduce food waste though, hence the sad faces. While admiring these images my mother-in-law pointed out how similar these are with the Eat Them To Defeat Them advert launched by ITV and Veg Power.
The hugely backed ad campaign sees numerous supermarkets and various food celebrities band together to fund the campaign. The campaign grew from alarming facts on childhood obesity and the lack of vegetable consumption. We may not think about it but just like us children are also surrounded with advertisements and are swayed much easier than us. Out of all the food and drink adverts on TV only 1.2% is advertising veg.
Watching this, like me, you may think that it’s a little too cheesy and over the top. We have to think about the target audience though. The whole point in this campaign is to get kids to eat more veg. If you think back to the shows you watched when you were young you would probably find them cheesy now too.
Adam&EveDDB took a different apporach with this ad recruiting children as our heroes to save us from the killer veg by eating them. This makes a refreshing change from the healthy eating ads that preach healthy eating and shame bad foods, such as Change4life TV ads.
One of the main things I like about this campaign is that so many supermarkets and people have come together to promote a shared initiative. No brand is mentioned it’s just a shared value and the will to do something different.
There is no clear way to see how successful this campaign is at the moment. The fact that people are talking about it is always a good start but Veg Power also say that they will release the results on their website when available.
I hope you have enjoyed my brief look into Veg Power’s Campaign Eat Them To Defeat Them.
As always, I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram. How well do you think the campaign works?
Featured image courtesy of YouTube/Funny Commercials.