Photo courtesy of Veg Power

Veg Power teams with Aardman’s Shaun the Sheep to get kids to eat ‘rainbow’ of vegetables

Produce Business report

From “Eat Them to Defeat Them” to “Eat Tjhe Rainbow”. What an interesting an inviting twist.

The not-for-profit alliance Veg Power has done it again, challenging children to consume more vegetables with a fun campaign that includes favourite character Shaun the Sheep.

The new Holiday and Food Activities (HAF) programme launched with studio Aardman will help “engage and educate children about vegetables and the role they play in a healthy diet,” according to a release from Veg Power.

Children will be encouraged to “eat the rainbow” of vegetables through activities at home as part of HAF. The campaign, which promotes the diversity of consuming healthful food, is also pitched at diverse audiences in much the same way its signature Eat Them to Defeat Them scheme reaches kids from all cultures and walks of life.

 “We are pleased to be able to support the delivery of food and nutrition education as part of this summer’s HAF activities,” said Dan Parker, CEO of Veg Power. “We have been able to combine our experience and expertise through our work including The Eat Them to Defeat Them campaign, to create fun and exciting content for children attending HAF programmes during the school holidays. We hope that it will encourage children and their families to increase their vegetable eating habits at home and, in turn, have a much-needed impact on children’s dietary health.”

The programme features reward charts and sticker packs as well as ideas for parents such as crafts that can help children use the fun activities to get healthy, thanks to a central character.

“Shaun’s links to the countryside and farming make him an authentic ambassador and we hope the programme encourages children not to be sheepish and try the whole vegetable rainbow,” said Rachael Peacock, Senior Brand Manager at Aardman.

Aardman and Veg Power are focused on doing the improbable – getting children to eat more veg and move closer to that five-per-day target. Veg Power’s success in recent years has been staggering in that regard. Since launching Eat Them to Defeat Them just before the pandemic, veg sales have jumped by more than 1.3 billion portions. The campaign has been a mainstay for 1.5 million school students.



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