Evil veggies take over the world in campaign designed to get more kids eating them

Spot by Adam&Eve/DDB promotes an initiative backed by U.K. supermarkets and ITV

Published On
Jan 25, 2019

Editor's Pick

In the U.K., a new campaign to persuade kids to eat more vegetables kicks off today with a film that turns veggies into evil monsters who want to take over the world.

That might sound counter-intuitive, but the point of the film, by Adam & Eve/DDB, is that you have to "eat them to defeat them." In the spot, directed by Ninian Doff of Pulse Films, children are cast as the heroes helping out their parents who are unable to fight off vegetables emerging “from underground to take over the world." We see the evil veg heading towards a city, disaster-movie style, and a mom getting attacked in the car by a gang of aggressive brussels sprouts. Only by eating the vegetables can the kids vanquish them. 

The ad was created for broadcaster ITV and the initiative Veg Power, which is backed by major U.K. supermarkets as well as frozen food brand Bird's Eye. As well as developing the campaign with Veg Power, ITV has backed it with two million pounds of airtime across its channels, for an initial 12-week run.

The TV ad will be supported by online, social, outdoor, cinema and print activity. Adam&Eve/DDB has also created an "eat chart," designed to reward kids with stickers when they consume vegetables.

Sir John Hegarty, one of the founders behind the project, said in a statement, “'The Eat Them To Defeat Them' campaign is one of the most exciting projects I have worked on. Not only is it brilliant and vibrant creative work but it has the potential to change and save lives. Using advertising to encourage children to love veg is an incredibly important step towards transforming the nation’s health. I hope this daring campaign will have real impact and will inspire others around the globe to use creative ideas to solve one of the greatest challenges we are facing in today’s world.” 


Jan 25, 2019
Agency :
Adam & Eve/DDB-London
Client :
ITV/Veg Power
Chief Marketing Officer :
Dan Parker
Campaign Director :
Jo Ralling
Chief Marketing Officer :
Rufus Radcliffe
Director of Social Purpose :
Clare Phillips
Marketing Manager :
Lucy Pack
Chief Creative Officer :
Richard Brim
Copywriter :
Mark Lewis
Copywriter :
Matt Fitch
Art Director :
Matt Fitch
Art Director :
Mark Lewis
Agency Producer :
Sally Pritchett
Planner :
Martin Beverley
Planner :
Hugh De Winton
Planner :
Sara Keegan
Chief Executive Officer :
Mat Goff
Account Director :
Mitch Lovich
Account Executive :
Clive Olamiju
Project Manager :
Alice Southam
Marketing & PR Manager :
Jessica Dunley
Designer/Typographer :
Danny Edwards
Media Agency :
Production Company :
Pulse Films
Executive Producer :
Lucy Kelly
Producer :
Ellie Fry
Director :
Ninian Doff
Production Manager :
Ria Hanish Oakes
Production Designer :
Tim Gibson
Cinematographer :
Patrick Mellor
Editing Company :
Work Post
Editor :
Mark Edinoff
Post Production :
Post Producer :
David Keegan
VFX Supervisor :
Ludo Fealy
2D Artist :
Robert Lilley
2D Artist :
Nicole Palucsis
3D Lead :
Martin Blunden
3D Artist :
Mike Farrar
3D Artist :
Josh Barlow
Colorist :
Kai Van Beers
Music Supervisor :
String & Tins
Audio Post Production :
Adam Smyth
Composer :
Lukas Ledzki
Composer :
Michal Smorawinski

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