Wholesome consuming campaigns for kids and adults are launched within the UK
Two campaigns to get UK consumers and children to eat healthier foods have started – with retailer Sainsbury’s launching a new branded promotion called Help Everyone Eat Better, and ITV and Veg Power in their third year of Eat Them To Defeat Them Combine forces.
Sainsbury’s will run its promotional drive around the UK government’s Eatwell Guide, with actor Stephen Fry leading shoppers to strawberries, kale, broccoli, peas and beetroot instead of making unhealthy choices. The retailer is giving up the old motto “Live well for less” and is offering new recipes – such as broccoli frittata and strawberry pancakes – as well as healthy start vouchers to bring more plant-based foods to your plate.
“We believe everyone should have access to healthy, tasty foods that are better for them and the planet,” said Mark Given, Sainsbury’s chief marketing officer. “We want to help our customers change the way they use food by actively helping everyone make healthier choices. From providing recipe information to encouraging people to eat more fruits and vegetables, we have big plans and can’t wait to take the nation on this journey. “
In the meantime, the ITV / Veg Power campaign will once again help kids prepare for battle before they defeat the evil vegetable and eat it to become heroes.
“We are delighted that Eat Them To Defeat Them is back for the third time and that it will reach even more children across the UK,” said Baroness Rosie Boycott, Chair of the Veg Power Board. “As our mission is to get the UK to eat more vegetables, engaging with children on this issue is vital as it will not only improve their health but also encourage lifelong eating habits.”
According to the National Food Strategy, only 25% of UK citizens eat five products a day, while the Food Foundation says less than a third of children ages 5 to 10 eat less than one serving of vegetables a day.
However, the Eat Them to Defeat Them campaign seems to be working quite well. The coalition notes that more than 80% of school staff said children were made to eat more healthy foods, and three-quarters of children admitted that “overcoming their fear of vegetables is more fun” . This year, according to Veg Power and ITV, the campaign will reach more than five million children.
“This award-winning campaign is proof that it is possible not only to change children’s attitudes, but also their behavior towards the consumption of vegetables,” said Susie Braun, Head of Social Purpose at ITV us to push this huge alliance around Eat Them to Defeat Them for a third year and together to bring literally millions more servings of vegetables into the stomach of children. ”
Celebrities attending Eat Them to Defeat Them include: Jamie Oliver, Giovanna Fletcher, Emma Thompson, Ranvir Singh, Stephen Mulhern, and Amanda Holden.