Eat Them to Defeat Them


Calling all kids, we need your help!

They came from deep underground, water makes them stronger, sunlight fuels their power… and the only way to defeat them is to EAT THEM!

Be on the lookout...the veg is fighting back!

Eat Them To Defeat Them was a radical innovative national advertising campaign that aimed to inspire kids to eat more healthily and help tackle rising childhood obesity: The vegetables are taking over the world and in order to defeat them...the kids need to get eating them!


80% of our kids are not eating enough veg and Veg Power is on a mission to change this.

Veg Power was an initiative launched by the Food Federation with the help of experts and advisors lead by Hugh Fearnley-Whittingstall, Jamie Oliver, Dr Rangan Chatterjee and advertising legend Sir John Hegarty. They intend to use the power of communications to inspire children to eat more veg, and to support parents trying to get more veg into their kid's diet.

We know a good diet in childhood can protect our kids from ill health in later life. A healthy diet with enough vegetables can also help their physical and academic development, giving them a happier and healthier childhood.

The 2019 Veg Power aimed to:

● Deliver exciting campaigns to prove we could inspire kids to love veg

● Channel this great pool of expert knowledge to empower parents

● Use the success of that work to make the case to our contacts in government, supermarkets and the farming community to provide the funds we need to send Veg Power into every home.

Veg Power  produced a Truely Epic book of Veg Power! The book contains fun kids' activities, veg facts, tips and kid friendly veg-centered recipes ranging from snacks and sides to breakfasts and even desserts, from over 50 expert contributors.

Check out for more information on the initiative and recipe book, and for information on how you can support it.