The TV ad campaign that casts veggies as villains may be fun, but there are better ways to encourage kids to eat healthily
Vegetables aren’t healthy, tasty, fun or even very colourful any more, kids. No. They’re evil – and they’re coming to get you! So says an advert on ITV and backed by the UK’s leading supermarkets and Birds Eye, with endorsements from Hugh Fearnley-Whittingstall and Jamie Oliver.
The 60-second advert is set up like an action film, in which a storm of vegetable baddies invade – torpedoing carrots, a car pelted by rogue brussels sprouts. The nation’s children are then called upon to “Eat them to defeat them”. The campaign, by ad agency Adam & EveDBB (of John Lewis Christmas advert fame) has been given £2m of airtime on ITV and will feature in cinemas and on billboards. But do we really want children to view vegetables as bad guys? Surely there are better ways to get reluctant children to eat their greens? Here’s how.
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