Veg Power

Veg Power’s mission is to use advertising and communications to encourage kids to eat more vegetables. Our communications team of eight (five of which are part-time) created our flagship Eat Them to Defeat Them campaign.

With a bold and unconventional creative approach, infectious passion and sheer determination they have built an alliance of over 500 organisations contributing their resources, skills and time to a truly impactful national campaign. This includes securing over £17m of donated advertising space, an a-list of celebrity support, a social media macro and micro influencer campaign which has reached 72m, and one of the largest schools’ programmes reaching over 1 million children in 2022. 77% of parents agree that their children ate more vegetables because of this programme. 53% who have taken part more than once before agree that it has made a positive and long term improvement to their children’s diet. Understandably their work has received numerous awards including two Gold IPA Effectiveness Awards and the Third Sector Corporate Partnership Award to recognise their long running partnership with ITV. We hope that the judges will this year recognise the small and dedicated team who made all this happen.