Eat Them to Defeat Them campaign evaluation

This report assesses the impact of the UK non-profit Veg Power’s “Eat them to defeat them” advertising campaign, which aimed to persuade children to eat more vegetables. Children who had seen the advertising campaign were more likely to agree with statements such as “Eating vegetables is fun”, “I like vegetables” and “Vegetables can be really tasty” than those who did not see the adverts. An estimated 650,000 children ate more vegetables as a result of the campaign.