The Eat Them to Defeat Them campaign to encourage children in the UK to eat more vegetables created an additional £34.1 million ($40.1 million) in sales. Over the past four years of the campaign, it boosted sales by £132 million, that's about 1.4 billion more veg portions for children.
The campaign, which started in 2019, cost £3.5m in 2022 and runs in conjunction with ITV, Channel 4, Sky, STV, and 12 media partners, including advertising. The funding was given by major retailers and food brands Aldi, ASDA, Coop, Dole, Lidl, Sainsbury's, Waitrose, and Tesco.
The schools' program reached one million children across 3 850 schools, with games, teaching aids, a veg reward chart, and a sticker pack to encourage eating habits at home. The results were described as "outstanding" by Dan Parker, CEO of Veg Power, who runs the campaign.
Source: www.belfasttelegraph.co.uk