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Veg Power UK postpones ‘Eat Them to Defeat Them’ campaign

28 Jan 2021
Veg Power UK announced via Twitter that the ‘Eat Them to Defeat Them’ campaign has been postponed until the summer of 2021 due to the Covid-19 restrictions that have closed schools across the UK.

The ‘Eat Them to Defeat Them’ campaign takes the unique approach of agreeing with children that vegetables are evil and taking over the world.

The campaign encourages children the only way to beat them is to eat them in an attempt to increase vegetable consumption amongst young people.

The 2020 campaign, which returned to screens in February, reached 46 million people and 87% of households with children between the ages of four and nine.

The previous ‘Eat Them to Defeat Them’ campaign encouraged the sales of an additional 25,828 million grams of vegetables, equivalent to 517 million extra children’s portions consumed.

Over a third of schools (36%) said they noticed that parents were including more vegetables in their children’s lunch boxes. The 2021 ‘Eat Them to Defeat Them’ campaign will return this summer.