Credit: Veg Power
We enlisted the help of our ITV insight community members to gain valuable feedback on the campaign concepts. Using a qualitative research methodology, we conducted a range of online depth interviews with children aged 6-12 years. The topic… all things veg! What they like and dislike, how much they eat, if they get involved in food preparation. Parents were present during the interviews which meant we could get their perspective on the issue too.
This all provided a backdrop for the main question. What did they think of the initial concepts for the advertising campaign? We showed them the ‘Eat Them to Defeat Them’ designs and storyline from prominent advertising agency Adam&EveDDB. The campaign depicts the vegetables as villains and the kids as heroes who save the day by eating them all up. Needless to say, they loved it!
The kids and parents made some interesting comments during the interviews, which helped to refine the advert and maximise the overall campaign. Here’s what we found out…
_ The kids loved the superhero element and wanted that to be more prominent.
_ In terms of how the veg looked, the parents didn’t want them to appear too scary or violent.
_ The cartoon veg were ditched in favour of live action and CGI for a blockbuster movie theme.
_ We showed them a few taglines, but ‘Eat Them To Defeat Them’ was liked for its rhyme and clear call to action.
_ It was important to get the parents on board too, after all they buy the vegetables.
_ They wanted information and tips on how to consume veg in their day-to-day lives.
_ The idea of a reward chart was liked, but a downloadable printout felt inaccessible for some, therefore packs will be going into schools and supermarkets across the UK.
Clare Phillips, Director of Social Purpose at ITV commented:
“We were really delighted with the creative development research from ResearchBods for our veg campaign. The feedback helped give the team even more confidence in the idea as it clearly communicates our message (eat more veg) in a way that truly engages kids and parents. It was also super helpful in reassuring supermarkets that this was a campaign that they needed to support in store.”
‘Eat Them To Defeat Them’ has a double appeal with both kids and parents, getting them excited about veg and ready to tackle the issue together. The campaign was so strong that Veg Power and ITV managed to get the backing of all major supermarkets, as well as celebrity endorsement from the likes of Hugh Fernley-Whittingstall and Jamie Oliver. Check out the final cut of the advert here, and look out for the campaign in supermarkets near you. More importantly, be sure to join the crusade!