ITV has launched a new national advertising campaign, titled “Eat Them To Defeat Them,” aimed at inspiring kids to inspire children to eat more healthily.
The spot, from creative agency adam&eveDDB, London, opens with all kinds of vegetables leaving the fields and taking over cities. Horror-style scenes ensue, with people terrified by the unexpected attacks. “They come from deep underground, water makes them strong, sunlight fuels their power and they will stop at nothing until they’ve taken over the world. For years, the grown-ups have been keeping the veg invasion at bay. But they can’t do it alone. They need your help, kids,” the voiceover says and, at this point, several children are shown ready to join the fight against the veggies. “You’re going down, peas!” a girl shouts before grabbing a mouthful of peas. Other peers are seen eating a variety of vegetables and expressing their commitment to help adults to defeat them (the vegetables).
“Join the fight! Eat them to defeat them,” the voiceover adds at the end of the advert, which also informs that this campaign is supported by the following retailers: Aldi, Asda, BirdsEye, Coop, Iceland, Lidl, M&S Food, Morrisons, Sainsbury’s, Tesco, and Waitrose & Partners, as well as online supermarket Ocado.