CAMPAIGN EVALUATION 2019/media/Files/I/ITV-PLC... · CAMPAIGN EVALUATION 2019 W e’re hugely proud of the Eat Them to Defeat Them campaign and nothing pleases us more than seeing

CAMPAIGN EVALUATION 2019

B


Veg Power and ITV teamed up to get our kids eating more veg. Our alliance was joined by organisations and individuals all over the UK who generously donated their time, resources and funds as well as thousands joining

in online and in their schools and communities. Here is what we achieved…

©Veg Power CIC & ITV 2019

1

2020

CONTENTs

2 FOREWORDS Dame Carolyn McCall BaronessRosieBoycott

4 THE CHALLENGE We needed to show kids that we understood them

8 OUR APPROACH Identifyingtherolefor communications

12 REACH A £5m media campaign reaching 48%ofhouseholdswithkids

16 IMPACT IncludingfivehoursofITVeditorial and 300,000 reward charts

26 CHANGING ATTITUDES Kids who saw the ad were more likelytothinkvegaretastyandfun

28 CHANGING BEHAVIOUR Kids who saw the ad were twice as likelytohaveeatenmorevegetables

32 SALES & CONSUMPTION 17.7mmoreunitsofvegetables worthover£16m

35 CONCLUSION Awholecategoryshiftispossible

36 WHAT'S NEXT? EatThemtoDefeatThem2020

38 OUR THANKS Itwasahugeteameffort

40 REFERENCES

Get in touch: [email protected] | [email protected]

OF PRIMARY SCHOOL CHILDREN DON’T EAT

ENOUGH VEG1

80%

650,000 children

eATING MORE VEGETABLES

+2.3% average weekly

uplift on

unit sales

12

8

4

36

16


We’rehugelyproudoftheEat Them to Defeat Them campaign and nothing pleasesusmorethanseeingchildrentuckingintotheirvegasaresult.

Infact,650,000childrensaidthey’deatenmoreveg,andanextraportionofvegetablesfoundtheirwayontoeveryfamilydinnertableintheUKforeachweekofthecampaign.

AnditallbeganwithapartnershipbetweenITVandVegPower,brilliantlysupportedbytheawardwinningadagencyadam&eveDDB.Weworkedhandinhandtosecurethefunding,writethecampaignbrief,developthecampaignandevaluateitsimpact.

Buttheteaminvolvedwasevenbigger.Weweredelightedtojoinupwithauniqueallianceofsupermarketsand

brandpartners:Aldi,ASDA,BirdsEye,Co-op,Iceland,Lidl,M&S,Morrisons,Ocado,Sainsbury’s,TescoandWaitrose.Theyallcametogetherwithusto‘defeattheveg’withmanypromotinginstore.Togetherwesetouttocreateacampaigntochangeattitudes,shiftengrainedhabitsandincreaseconsumptionofveg.

Beyondthe£2millionofcommercialairtimewhichactedasthecampaignrocketlauncher,ITVensuredthatthecampaignlivedfarbeyondadvertisingspots.We engaged talent such as Tom Jones, Emma Willis, will.i.am and Ant and Dec toencouragekidstotakeupthefight;wecommissionedaspecialepisodeofScrambled(aflagshipCITVshow);weplacedposterswithinthesetofCoronation

Street,hosteddebatesindaytimetalkshowsandcoveredthecampaigninregionalnews.And,inanadvertisingworldfirst,weputtogetheranentireadbreakwhichonlyfeaturedadspromotingvegetables,rightinthemiddleofoneofourbiggestSaturdaynightentertainmentprogrammes.

ButtheTVcampaignwasjustthestart.LeadingmediaagencyGoodstuffhelpedusassembleahugecoalitionofwillingmediaowners,(inspiredbyadam&eveDDB’sstunningcreativeidea),todonatemillionsofpoundsworthofmediaspace in outdoor, cinema, print, as well as kids’ media, in particular,BeanoStudios.Wedistributed300,000stickerchartsinschoolpacks,rewardingkidsforeveryvegetabletheyate.

ITV’ssocialpurposeisfocusedonencouragingbetterhealthandwehavesetourselvesthegoalofinspiring10millionpeopletotakeactiontoimprovetheirmentalandphysicalhealthby2023.Eat Them To Defeat Themisoneofourmajorcampaigns through which we’ll meet this goal.

However,werecognisethatwhilethiscampaignhashelpedwinmanyvegbattlesinmanyUKhouseholds,wehaven’twonthewar.We’recommittedtoencouragingevenmorechildrentoeatmorehealthily. Eat Them to Defeat Them willbebackagainnextyear,thefirstcampaignthatwillbepartofthenewjointbroadcasterinitiativewithSkyMediaandChannel4.Welookforwardtohelpingkidseat,anddefeat,evenmorevegin2020.

forewords

DAME CAROLYN MCCALLCHIEF EXECUTIVE, ITV

“We’re committed to encouraging even more

children to eat more healthily.”

2

3

Theadvertisingindustryisfullofbrilliantcreatives.Thecampaignstheyproduceshapethechoiceswemakeeveryday,ineveryaspectofourlives.Greatcampaignsbecomepartofthenationalpsyche,andmanyofthebestarerememberedforyearsaftertheadsstopplayingandthepostersaretaken down.

IntheUKonly1.2%offoodanddrinkadvertisingisspentpromotingvegetables.Thescaleoftheproblemisstaggeringwith80%ofourchildrennoteatingenoughveg.

VegPowerwassetuptoseewhatwouldhappenifweusedthebrilliantandcreativemindsoftheadvertisingindustrytopromotethehumblevegetable.IfweweregoingtoachieveourambitiontohaveeverychildintheUKeatinganadditionalportionofvegaday,weneededtoinspireandentertainourchildrensothey’dseevegetablesinatotallydifferentway.

The Eat Them To Defeat Themcampaignwasbraveandbold.Formanyyearswehavebeentellingkidsthateatingvegwasgoodfortheirhealth,ascartooncarrotsdancedunderrainbowstorepetitivejingles.Wewantedtodosomethingnewandambitiouswhichwentrighttothecoreofhowkidsactuallythink,andtotrydifferentleversforinfluencingmeaningfulbehaviourchange.

ThesubsequentEat Them To Defeat Themnarrativesawtheriseofevilvegetablesplottingtotakeovertheworld,andcastkidsasheroesmarchingintobattletosavehumanityfromtheveg–theyhadtoeatthemtodefeatthem.Our60

secondadwasaminispoof-action-horrormovie.Loveitorhateit,theaudiencewerecertainlynotgoingtoforgetit!

WearehugelygratefulfortheuniquepartnershipthatVegPowerformedwithITV.NeverbeforehadamajorUKbroadcastergivenover£2millioninfreemediaspace,andinanunprecedentedshowofsupport,ITVplacedtheseslotsintheirprimetimeshows.Millionsoffamiliesaroundthe country would see the campaign, and it was a unique opportunitytoeffectchange.

Ourcreativeagencyadam&eveDDBwerealsoextraordinarilygenerous,andaspartoftheir10-yearanniversarycelebrationsagreedtosupplythecampaignwith

alltheirservicesprobono.Theyputtheirtopcreativesonthejobandcameupwithaground-breakingcampaignofwhichweareallincrediblyproud.

IwouldalsoliketothanktheVegPowerBoard–allexpertsintheirfieldswhocametogetherandgavehugeamountsoftheirtimeinthenameofchildren’shealth.TogethertheycreatedapowerfulforceforgoodandIamextremelygratefultoeachandeveryoneofthem.

Butitcouldnothavebeensuchasuccesswithoutthesheerbrillianceoftheteamthattookonthefightfirst-hand.DanParker,JoRallingandClaireWrightworkedtirelesslyandoftenintothenight,deliveringanextraordinaryamountonalimitedbudget.Theynotonlybroughttogethersomeofthegiantsoftheretailworld,butreachedouttocommunitiesacrossthecountrytoensureasmanykidsaspossiblesawthecampaign.

Thisreportisjustthebeginningofourjourney.Onecampaignisnotgoingtochangetheworld.Butthepositiveresultswehaveseenalreadyarenothingshortofanextraordinarystart.

Thevegcanbedefeated,andourchildrencanhavehealthierandhappierlives.

BARONESS ROSIE BOYCOTT CHAIR, VEG POWER

“We needed to inspire and entertain our children so

they’d see vegetables in a totally different way.”

4


“

THE CHALLENGE Children’s diets - a national crisis that continues to grow

Sir John Hegarty and Hugh Fearnley-Whittingstall at the formation of Veg Power

In2016,TheFoodFoundationlaunchedPeasPlease

to tackle this challenge recognising thatwhilethepublicknowstheyshouldeattheirfive-a-day,thefoodenvironmentaroundthemwasmakingittoodifficulttoachieve.Peas Please is working across the supplychaintogetmorevegonmenus,mealsandshoppingbasketsbuttheirresearchalsoshowedthatonly1.2%ofthemillionsspentonadvertisingfoodanddrinkwasspentonpromotingveg.6Surelymoreadvertisingforvegwouldhelpincreasedemandforvegetables?

Our kids don’t eat enough veg.TheFoodFoundation’sanalysisoftheNationalDietandNutritionSurveyfoundthat80%ofprimaryschool-aged

children don’t eat the recommended 3.5 portionsaday.1 When parents are asked theyreportthatoneinfourchildrenhaveeatennovegatallthepreviousday.Theproblemisevenmoreacuteforfamiliesonalowincome,whoarelikelytobeeatingonaveragehalfaportionlessthanthose on a high income.

Ourcountryfacesacrisisinthenation’sdiet.Aswellasnoteatingenoughvegetablesweareeatingtoomuchsugarandtoolittlefibre.2 The UK now has the second highest rate ofobesityinEurope.27Bythetimechildrenstartschool,1in4ofthemareoverweightorlivingwithobesity.Byyearsix,itis1in3.26By adulthood it is 2in3,andhalftheadultpopulationis

predictedtobelivingwithobesityby2050.3 Dietswhicharelowinfruitandvegareassociatedwithhigherratesofcoronaryheartdisease,strokeandseveraldiet-relatedcancers.

Thisdiet-drivencrisisiscripplingtheNationalHealthService.Thecosts associated with obesity-relateddiseaseare£6.1billioneveryyear25fortheNHSand£27billionforthewider economy.3 Wealsofacethechallengesofclimatechange–eatingjustonemoreportionofvegandreducingourmeatconsumptionalittlecouldreduceourgreenhousegasemissionsbyalmostafifth.5

of the MILLIONS spent on ADVERTISING food and drink was spent on

PROMOTING VEG

1.2%ONLY

Advertising has the power to effect cultural change and the positive role

vegetables play in our diet.”SIR JOHN HEGARTY

5

Soin2018withsupportfromSirJohnHegarty,JamieOliver,HughFearnley-Whittingstallandwithacrowdfundcampaignsupportedbyanuniqueallianceofcharities,retailers,growers,governmentsandhundredsofmembersofthepublic,TheFoodFoundationlaunchedVegPower,thebrandmarketingcampaignforvegetableswithamissiontogeteverychildintheUKeatingonemoreportionofvegeverysingleday.

ITV’ssocialpurposeisfocusedon encouraging the UK to take actiontoimprovetheirphysicaland mental health. A good dietisvitaltohealth,andwesawthechallengeingettingchildren to eat more vegetables.

Thescaleofthatchallengeishuge.Negativitytowardsvegetablesispasseddownthroughthegenerations,reinforcedbypeersandvalidatedbytheoften-negativeportrayalofvegetablesinpopularculture.Werealisedtheneedfornewvoices, new messages and a new approach to take it on.

In July 2018, Veg Power and ITV, joinedforcestogetprimaryagekidstoeatmoreveg.ITVputforward£2millionofITVairtimetogivevegetablesthebreaktheyneeded.Togetherweinvitedadvertisingagencyadam&eveDDBtodevelopanideathatcouldgetkidstolovetheirvegandenlistedthesupermarketstofundtheproductionandactivateinstore.

ThisjointcampaignbyVegPowerandITV,backedbyanallianceofsupermarkets,vegbrandsandmediaorganisations,isthefirstofitskind,aproofofprinciple,toshowthatwecanrallytheworld-classadvertising,media andretailskillsoftheUKtomeetoneofthegreatchallengesofourtimewithapositivemessagetoencouragehealthiereating.

THE CHALLENGE

6

OF BRITISH MUMS AND DADS HAVE "GIVEN UP"

TRYING TO GET THEIR KIDS

TO EAT THEIR FIVE-A-DAY7

half

7

The barriers

to eating more vegetables

3VEGETABLES ARE HARD TO COOK

With ready meals and takeaways on the rise, we don’talwayshavetheright

skills,equipmentorconfidencetocookvegetableswell.Itcanfeeltoobigachallengeinour

busylives.

4VEGETABLES ARE A CHORE

Inaworldof‘eatyourgreens’messagingandcoercionfromparents, teachers and doctors, eatingveghasbecomethethingwehavetodo,notthe

thing we want to do.

5VEGETABLES

ARE HIGH RISKIntoomanyhomesvegetablesoftenendupinthebin;theyareahigh-riskpurchase,especiallyforthoseonlowincomes,andthecauseofmeal-timearguments.

1VEGETABLES

ARE DISGUSTINGMany kids decide they don’t

likeavegetablebeforeitenterstheir mouth. Kids think they aredisgusting.Worsethan

that,vegetablesoftenbecomethevictimsinabattleofwills.

2VEGETABLES ARE BORING

Being a low margin, mostly perishableproduct,therearefewvegetablebrandsandverylittleadvertising,innovation

andpricepromotion.

CHILDREN HAVE ADOPTED

DANGEROUSLY UNHEALTHY EATING HABITs Vegetables are disappearing from their mealtimes. The decades old ‘eat your greens’ approach is no longer working. And even worse than that - this message has

become part of the problem. Vegetables are now the least exciting thing on the plate and in the supermarket - and fewer kids are willing to eat them.

To understand why so many kids don't eat enough vegetables, we talked with health experts, supermarkets, cooks and child psychologists so we could find out what was going on. We uncovered a range of underlying barriers.

8


We needed to show kids that we understoodthem.Sowelevelledwiththem. We acknowledged the awkward truthaboutthethingweweretryingtopromote:mostofthekidswespoketohatedvegetables.Amerementionofthem would elicit a physical response inthem:they’drecoil.Theirfacescontorted.Vegetableslookweird,smellfunnyandmakeyoufart.Tosomekids,vegetablesaregross.Likewith Marmite, we had the chance to

harness the hate and do something interestingwithit.Weaskedourselves‘what if we made veg bad, not good?’

Fromthisbrief,adam&eveDDBcreated Eat Them to Defeat Them-anideathatdidn’tjustconfirmthebeliefthatvegetablesweregross,itheightenedit.Vegetablesbecametheperfectvillain,onethatdeservedtheresponsetheygotfromchildren.Theywereevilthingscomingtotake

overtheworld.Andtheonlywaytodefeatthemistoeatthem.Itwasanideathatchangedtherulesofthebattle-puttingbothparentandchildon the same side. It puts kids in control and told them they were right all along. Itinvitedthemtobetheheroes.Itencouragedplay.Itmadevegasourceofenjoyment.Anditwastotallysurprising.Atlast,vegetableshadanideathatcouldhelpthemfightbackintokids’livesandontotheirplates.

Identifying the enemy

OUR APPROACHIdentifying the role for communications

Therearecertainthingsthatcreativityandcommunicationscan’tchange-wecouldn’tmakevegetablestastebetter.Whetherwelikeitornot,ice cream and chips will always win in a taste test. We couldn’t make vegetableseasiertocook.Attainingtheconfidenceandequipmentneededtomakevegetablesdeliciousisnotsomethingwecouldachievewitha

singleadcampaign.Wecouldn’tchangetheprice,andwhileaffordabilityispartoftheproblemit’snotthewholestory.Wecouldn’trelyonhealthbenefitsasareasontoeatthem.Kidsalreadyknowthehealthbenefitsandyetmostofthemstilldon’twant them on their plate.

However,therewereareasthatcreativityandcommunicationscouldaffect.Vegetablesarethoughtofasdisgusting,boring,andachore-butthoseareperceptionsthatwebelievedcouldchange.Vegetablesareahigh-riskpurchase-butifparentsknowkidswanttoeatthem,thentheycouldbecomealow-riskone.Thisobservationgaveusaclearroleforcommunications.Tomakevegetablesthemostexcitingthingontheplate(andreducetheriskinvolvedinbuyingthem).

PUTTING THE KIDS IN CONTROLToooftenmealtimesarebattlegrounds.Coercion,briberyandthreatsbecomeparents’stockintradetogetkidstoeattheirveg.Butthisgoesagainstafundamentaltruthaboutkidsandbehaviourchange.

Kidslearnbestthroughplayandfun.Andjustlikeadults,whenwefeelasenseofcontrolandunderstandouractionstobebasedonourdecisions(notsomeoneelse’s),wearemorelikelytocarryonwiththem.

Ifweweregoingtogetkidstoeatmorevegetables,itwastimetoendthecoercionandputkidsincontrol-invitingthemto call the shots.

“This partnership was too big and too rare

an opportunity to repeat the mistakes

of the past. We know that the ‘Veg is good

for you’ message simply doesn’t

work on kids, so we wanted to talk to

them on their level, using their

language, and recruit them to be

the active agents of change.”

MAT GOFF, CEO, ADAM&EVEDDB

9

10

OUR APPROACH

The£2millionofITVairtimeprovidedabrilliantplatform,butweknewthatmoresupportwouldberequiredtogivevegthebreaktheyneeded.Together,weapproachedsupermarkets,brands,charities,communities,influencersandmediaowners,andwereoverwhelmedwiththepositiveresponse.

All 11 major supermarkets signed up -Aldi,ASDA,Co-op,Iceland,Lidl,M&S,Morrisons,Ocado,Sainsbury’s,Tescoand Waitrose, alongside Birds Eye, to

bothfundandsupportthecampaign.MediaagencyGoodstuffofferedtheirsupport to the campaign to secure additionalfreemediafromgenerousproviders.Beano,TheGuardian,TheTelegraph,Metro,manyoftheoutdoormediaprovidersandinfluencersfromtheworldsoffood,parentingandITVjoinedin.Wealsohadhundredsofcommunity groups, schools and local authoritiesinallregionsoftheUKreadytoactivatethecampaign.

building THE

VEGETABLE

COALITION

CAMPAIGN

TIMELINE

2019

4 FEBPromotionsstartin supermarkets

1 APR Tomato week

14 APRTVadvertisingcampaign ends

25 FEBPea

week

18 FEBCinema

advertisingduringhalf

term

11 FEBSweetcorn

week

4 FEBCarrot week

8 APRCucumberweek

18 MARCabbage

week

11 FEB300,000 rewards chartsdistributed

in schools

04 MARCauliflower

week

11 MARButternutSquashweek

25 JANLaunchduring

advertbreak

6 APRAnt & Dec add

their support on

2 FEBThe Voice judges add their support forthefollowing

4 weeks

26 JANVegetable-onlyadvertisingbreak on

18 FEBBroccoli

week

25 MARPepper week

11

CHILDWISEWithfundingkindlysuppliedbyGuys&StThomas’CharitywecommissionedChildwise to carry out research to measure children’s and parent’s attitudestohealthyeatingbeforethecampaign,anychangestotheseattitudesafterthecampaign,plusawarenessofthe campaign to help correlate any changes withadvertisingexposure.Surveyswereconductedonline with 1,001 children aged6-14andtheirparents.

YOUGOVYouGovcarriedoutonlinesurveysimmediatelyafterthecampaignusingtheYouGovpanel.Surveyswereconductedamongstasampleof774parentswithchildrenaged4-16and1,148childrenaged6-14yearsold.OurthankstoYouGovwhoprovidedresearchprobono.

BARB The Broadcasters' Audience Research Board(BARB)istheorganisationthatcompiles audience measurement and televisionratingsintheUnitedKingdom.

GOOGLE ANALYTICSGoogleAnalyticsisafreeonlinetoolwhichshowsrealtimetraffictowebsites.

BEANO FOR BRANDSAkid-firstcreativeagency,drivenbyinsightanddataforbrandswhowanttoengageand inspire kids to change the world.

GOOGLE TRENDSGoogleTrendsisawebsitebyGooglethatanalysesthepopularityoftopsearchqueriesinGoogleSearchacrossvariousregionsandlanguages.Thewebsiteusesgraphstocomparethesearchvolumeofdifferentqueriesovertime.

NIELSEN Nielsenmeasurewhatconsumersand

shoppersbuyandhowtheybehaveusingretailerscanner-basedsalesandcausalinformationgatheredweeklyfromthousandsof

retail outlets.

PEARL METRICSAn independent consultancythatoffersdataandanalyticservices,suchaseconometric modelling, tohelporganisationsevaluatecustomerbehaviour,measure

investmentsandguidefuturedecision making.

KANTAR WORLD PANELKantaristhegloballeaderincontinuousconsumerpanels.IntheUK,theirconsumerpanelof30,000households is the largest single source ofcontinuousconsumerandshopperinsights.OurthankstoGilesQuickatKantarforhisgenerosityandsupport.

CRIMSON HEXAGONCrimsonHexagonisanAI-poweredconsumer insights company. The company'sonlinedatalibraryconsistsofover1trillionposts,andincludesdocumentsfromsocialnetworkssuchasTwitter,InstagramandFacebookaswellasblogs,forums,andnewssites.

Our campaign focused on fresh, tinned and frozen vegetables as defined by Public Health England (so excluding potatoes, a starchy carbohydrate, and including produce botanically classified as fruit but general considered as vegetables such as tomatoes and cucumber). Particular emphasis was put on our ten vegetables featured as veg of the week. To measure the effectiveness of our campaign we worked with the following partners and data sources:

Evaluation methods

12


TheTVadvertwasshownin1,872spotson ITV’s network to a total audience of38.2millionpeople.Thecampaignreached65%ofhouse-personswithchildren(aBARBclassification)and44%

ITV TV Advertisingofchildren.Thechildrensawtheadvertanaverageof5.8timesandthehouse-personswithchildrensawtheadvert9.6times.8

CinemaSpring half term was particularly strong for kids’ films with both Lego 2 and How to Train Your Dragon 3 showing in cinemas. With so many families heading to the movies the donated media we received from Digital Cinema Media (which includes Odeon and Vue) helped increase the reach of the campaign. The DCM cinemas showed the full 60 second ad before these kids’ films reaching a total audience of 1.8 million9 with a media value of £146k.10

reach

AUDIENCE1.8m

Watch the ad at: EatThemToDefeatThem.com

MILLIONPEOPLE SAW

THE TV AD

38.2

“13

OutdoorTo support the TV campaign, adam&eveDDBcreatedaseriesofpostersfeaturingourherovegetables.Digitalpostersitesacross the UK were kindly donatedbyClearChannel,MaxxMedia,Primesight,Ocean,BlowUpMedia,8Outdoor,andOutdoorPluswhichgaveusafurther63millionimpacts(thenumberoftimesacampaignposterispassedbyaperson)11 withahugecommercialvalueof£1.7million.10

ThesesiteswerecomplementedbypostersontheundergrounddonatedbyTransportforLondonandthousandsofsmallpostersputupbyschools,sportscentresandpublicbuildings.

Press & onlineMetro, The Guardian and The Telegraph added their weight to this unique media alliance by donating advertising in their newspapers. We reached 4.7million readers12 through these free press adverts with a commercial value of £92k.10

PopJam generously contributed inventory on their platform - leading to 5,568 comments and 8,199 downloads of our reward chart.

By creating an industry wide

backed campaign we delivered significant

national reach against our core

target audience, all at no commercial

cost.” PAUL GAYFER, GOODSTUFF

MILLIONREADERS

4.7

IMPACTSIN OUTDOOR

MEDIA

63m

14

beanoWepartneredwithBeano(whogenerouslyjoinedinpro-bono)tocreateanewfoodseries,CRUNCH!whichmixedirreverenthumourwithwildcooking. These were watched 54,000 times13. Theyalsocreatedfouronlinegames

allbasedaroundthethemeofvegtoengagekidsinhavingfuntodefeatthem.Thesegenerated77,000-pageviews13.

Beano promoted the ETTDT campaign across their social channels generatingareachof358,000.13

ThecampaignwasfeaturedintheBeanoComic(circulation41,00014)includingapull-out-and-keepwallchartforeveryonetorecordtheirtriumphsinthewaronveg.

“

REACH

First NewsWe also reached 2.2million15 kids through a cover wrap of First News kindly funded by our partner Birds Eye.

“Underpinned by our insight we found a way to

really engage and empower kids

to make healthy choices based on

the core values of the campaign.”

HAYLEY GRANSTON, COMMERCIAL MD BEANO STUDIOS

We were truly inspired by the

vision to get the nation’s

children excited about eating

vegetables.”STEVE CHALLOUMA. MARKETING

DIRECTOR UK, BIRDS EYE

15

media reach

0

200000

400000

600000

800000

1000000

1200000

Digital

Press

CinemaOOH

TV spots (ITV)

TV editorial (ITV)

21Apr19

14Apr19

07Apr19

31Mar19

24Mar19

17Mar19

10Mar19

03Mar19

24Feb19

17Feb19

10Feb19

03Feb19

27Jan19

20Jan19

13Jan19

06Jan19

30Dec18

1.2

1.0

.80

.60

.40

.20

0

VALU

E (£

M)

W/C SUNDAY

■ ITV EDITORIAL ■ ITV ADVERTS ■ OOH ■ CINEMA ■ PRESS ■ DIGITAL

SOURCE:CHILDWISE,2019

OF PARENTS OF 6-14 YEAR OLDS

REMEMBERED SEEING THE CAMPAIGN

Of these, most (77%) saw on it TV, compared to supermarket (22%), on posters (14%), school packs (13%) or at the cinema (10%)

44%

remembered the Eat Them to Defeat Them campaign across any

media channel.21

OF HOUSEHOLDS

WITH CHILDREN

OF 6-14 YEAR OLDS REMEMBERED

SEEING THE CAMPAIGN

Of these, most (72%) saw it on TV, compared to school (19%), the supermarket (18%), on posters (16%) or at the cinema (14%).

40%

ALL IN ALL WE SECURED

A MEDIA CAMPAIGN

WITH A MARKET VALUE OF

OVER48%

£5m

16


ITV Editorial

Thecampaignreceivedover5hoursofeditorialcoverageonITVincludingin-showsupportfromAnt&DecandthejudgesonBritain’sGotTalent(6th

Aprilto6.5millionviewers)andbywill.i.am, Tom Jones and the judges onTheVoice(fourepisodeson2nd,9th,16thFebruary&6thAprilto8.7millionviewers),aswellas content in Good Morning Britain, LooseWoman,thefamousbusstopposteronCoronationStreetandmanyITV regional news programmes. The flagshipCiTVprogramme,Scrambled,ranaspecialepisodeallaboutvegwhich aired in March.

impact

HOUR

S

5

17

Press coverage

The campaign was covered in the national and trade press editorial including The Daily Express, Daily Mirror, The Sun, Campaign, Marketing Week, Fresh Produce Journal and Ad Age. Our thanks to Taylor Herring who worked pro bono on the campaign consumer PR strategy with ITV and Veg Power.

ITV was proud to present what we think is a world-first: an ad break dedicated entirely to vegetables. Shown during The Voice, a string of 7 ads talked only about veg for the whole commercial break. Kicking off with the full-length Eat Them To Defeat Them ad, Aldi, Sainsbury’s, Gousto, Heinz and two Birds Eye ads followed suit, coming together in support of the veg category.

ITV’s Veg only ad break

Social engagementCelebritychefsralliedtosupportthecampaign on social media including JamieOliver,HughFearnley-Whittingstall,TomKerridge.PrueLeithCBE,ThomasinaMiersandlastyear’sMasterchefwinnerKennyTutt.ITVcelebritiesalsojoinedin,fromPhillipSchofieldtoThis

Morning’s Dr Ranj. Theadvertitselfwaswatchedover

150,000timesonTwitter,FacebookandYouTube.16

Schools,familiesandcommunitygroupsquicklytookownershipofthe

hashtagandfilledsocialmediawith

thousandsofpostsshowingofftheirvegtakedownsandastunningarrayofvegart.Ourhashtagsgenerated9,542uniquementionsonInstagramand5,324uniquementionsonTwitterwithapotentialimpressionsreachof169million.17

©2018 JAMIE OLIVER ENTERPRISES LTD. PHOTOGRAPHER; ELLA MILLER

“It is all about creating content, initiatives and

ads to support people making better choices.”

JAMIE OLIVER

18

IMPACT

INSPIRING RECIPES

19

INSPIRED KIDS

#EATTHEMTO

DEFEATTHEM

22

IMPACT

Rewards chartsWewantedtoensurethatalltheexcitementonTVandsocialmediatranslatedtoactualkidseatingrealvegetablesandtosupportparentstocreategoodveg-lovinghabitsintheirhomes.Sowedistributed300,000rewardchartsandstickerpacksthroughschools,localauthorities,communitygroupsandsupermarketpartners,enoughfor1in10childrenaged7-11years.ThousandsmorewereavailableintheBeanoanddownloadedonlinefromthecampaignandpartnerwebsites.

REWARDCHARTS

300k

OnlineIn total 56,000 people visited the Eat Them to Defeat Them website during the campaign with 18,000 heading to the downloads section where they could download our reward chart and posters18.

IMPACT

23

“ It was wonderful seeing how the activities of the Eat Them To Defeat Them campaign brought

so much excitement, interest and fun to our children in Lambeth.

The vibe, energy and yet simple but important message around vegetables caught not just the

imagination of the children, but also that of our schools, libraries,

GPs, market traders, community groups as well as senior council

leaders and councillors, who were all really engaged.”

BIMPE OKI, CONSULTANT IN PUBLIC HEALTH, LAMBETH COUNCIL

CommunitiesInpartnershipwithLambethCouncilhundredsoffamiliesgatheredfortheBrixtonVegInvasionfamilyfundayinApril.10,000primaryschoolchildrenarebeingtaughttocookvegetablesthroughtheEat Them to Defeat ThemCookSchoolinLambethschools throughout 2019.

24

IMPACT

RetailThis campaign simply wouldn’t have happened without the financial support and in-store and online activation from these supermarkets and Birds Eye. The supermarkets activated in many different ways including point of sale, veg-only ads, price promotions and special offers.

25

ALL UK • 05/2019 • 2726 • 05/2019 • ALL UK

XXL 4 Breaded MSC Cod Fishcakes

540g, £4.17/kg, chilled

2 Lamb Leg Steaks with Mint Butter, 340g, £11.74/kg, chilled

5 British Beef 21-Day Matured Rump Steaks, 1kg, £9.79/kg, chilled

It's Chickenlicious!® Chicken Bites, 250gWith a sachet of BBQ sauce and sweet chilli sauce £7.96/kg, chilled

£1˘··

Family Pack

£9˘‡·

XXL

£2˘™fi£3˘··

Great offers, every single week.

Cantaloupe Melon, Each, 99p/melon

British Savoy Cabbage, Each, 49p/cabbage

Spring Onions, 100g, £3.90/kg

Funsize Easy Peelers 500g, £1.30/kg

54p

39∏

67p

49∏

£1.75

99∏

85p

65∏

Save up to

40

31 January – 6 February

“Vegetables are a vital part of Ocado's offering, so we were delighted to back

this important campaign. ”SARAH EMERSON, BRAND ADVERTISING AND PR MANAGER, OCADO


26

EATNG VEGETABLES

IS FUN

I WANTED TO EAT MORE VEGETABLES IN THE LAST FEW WEEKS

VEGETABLES CAN BE REALLY TASTY

I LIKE VEGETABLES

KidsYouGovdatafromthesurveysconductedamong children showed they really enjoyedthecampaign.Theadvertwaslikedbythemajorityofchildren(64%) appealing especially to younger children

parentsParents reported the change and said theyfeltdifferentlyaboutbuyingandcookingvegfortheirkids.60%ofparentsagreedthatthisadvertmakeseatingvegetablesmorefun.Youngerparentsinparticularenjoyedtheadvert(71%).19 Half agreed it would make their primary school aged children eat more veg,whilstnearly half agreed that this wasanadverttheywouldtalkabout.19

agedbetween6and11years(6-8y 67%, 9-11y 71%).19Overhalfofkidsagreedthatthisadvertmadeeatingvegmorefunandnearly half said they would talk tofriendsandfamilyabouttheadvert.19

Two in five agreed it would make them wanttoeatmoreveg.19Ourresearchof1,000 kids and their parents showed a significantly morepositiveattitudetovegamongkidswhohadseentheadvert.

CHANGING ATTITUDES

SAW ADVERT

43%

SAW ADVERT

72%

DIDN’T SEE THE ADVERT

39%


21%


59%


59%

BASED ON ONLINE SURVEY OF PARENTS AND KIDS POST THE CAMPAIGN CONDUCTED BY CHILDWISE 2019

56%

SAW ADVERT

SAW ADVERT

71%

27

SearchThisincreasedinterestinourfeaturedvegetablesshowedupclearlyinGooglesearches.Googlesearchesareoftenanimmediatepre-cursortoconsumerbehaviour,includingfoodpurchasingandconsumption.PeopleaskGooglewheretobuyfoods,howtocookthemandusetheminrecipes,andhealthbenefits.

Google Trends analysis shows thepopularityofsearchterms.ThecampaignincreasedGoogleSearchesforthevegetablesfeaturedinthecampaign(relativetostaplessuchaspotatoesandonionswhichwerenotfeatured)byaround~2.2%(+/-0.5%).20

Acloseryear-on-yearanalysisof

130

125

120

115

110

105

100

SEAR

CH IN

DEX

(Q1 2

014

= 10

0)

ADS

Q1 2015 Q1 2016 Q1 2017 Q1 2018 Q1 2019

SEARCH

INDICES (Q1)

■ ETTDT FEATURED VEG■ OTHER VEG ■ POTATOES/SWEET POTATOES

searchlevelsinQ1whichcomparesourfeaturedveg,withothervegandstaples(potatoes,onionsandsweetpotatoes)showsthatsearchesforallthreecategoriesofvegweresteadilyupwards in the years leading up to the Eat Them to Defeat Them campaign. When our campaign ran, the three trendssuddenlydiverged.Searchesforfeaturedvegroseatanevenfasterratethanbefore,searchesfornon-featuredvegalsorose,butataslowerratethanbefore,searchesforstaplesfell.Ourcampaigninfluencedpeopletoswitchtheirattentionfromstaplevegtoveg,andfromnon-featuredtofeatured.

Searches for featured veg grew at a faster rate during the

campaign

28


MY CHILD HAS WANTED TO EAT MORE VEG IN THE LAST FEW

WEEKS SAW ADVERT

38%


20%


I BOUGHT MORE

VEGETABLES IN THE LAST FEW WEEKSDIDN’T SEE

THE ADVERT

34%

SAW ADVERT

48%


ParentsParentswhosawtheadsaidtheyboughtandcookedmorevegfortheirkids.YouGovdatashowedthat18%ofparentssaidthattheirchildrenhadeatenmorevegasaresultoftheadvert,with42%ofyoungerparentsreportingthis.19

kidsKidssaidtheytriedandatemoreveg.YouGovdatashowed29%ofchildrenstatedthatseeingtheadverthadmadethemeatmorevegetables.Itwasevenmoresuccessfulatinfluencingyoungerkidswith34%of6-8yearoldssayingitmadethemeatmoreveg.19Extrapolatedout,thatistheequivalentof650,000childreneatingmorevegetablesasaresultofthecampaign.19

CHANGING

BEHAVIOUR

I HAVE EATEN MORE VEGETABLES IN THE LAST FEW WEEKSDIDN’T SEE

THE ADVERT

25%

SAW ADVERT

46%

I ASKED TO TRY A NEW VEGETABLE RECENTLYDIDN’T SEE

THE ADVERT

23%

SAW ADVERT

53%

I TRIED NEW VEGETABLES AT SCHOOL RECENTLY


6%

SAW ADVERT

28%MY CHILD HAS EATEN

MORE VEG IN THE LAST FEW

WEEKSDIDN’T SEE THE ADVERT

27%

SAW ADVERT

43%

650,000 EATING MORE VEGETABLES

29

EATNG VEGETABLES IS FUN

I LIKE VEGETABLES

I HAVE EATEN MORE VEGETABLES IN THE LAST FEW WEEKS

SOURCE: FAMILIES FROM SOCIO-ECONOMIC GROUPS D & E CHILDWISE 2019

Low income familiesFamilies on low income are likely to be eating on average half a portion less than those on a high income. They suffer from higher levels of obesity, lower standards of nutrition and a clear social gradient to healthy life expectancy24. We are always going to be asking if our work is reaching those most in need of help.

The Childwise survey of attitudes and claimed behaviour of 1,000 parents and kids mapped the response to socio-economic groups and show that our message is getting through.

“Our mission is to get EVERY kid in the UK eating one more

portion of vegetables each day ”DAN PARKER, VEG POWER

DIDN’T SEE THE ADVERT 35%



SAW ADVERT 51%

SAW ADVERT 64%

SAW ADVERT 34%

17%

SEEN AD

22%5%

SEEN AD

13%

30

CHANGING BEHAVIOUR

Featured vegetables Central to the outdoor and social media campaign was Veg of Week. During the campaign ten different vegetables were each

4 FEBRUARYCARROT WEEK

11 FEBRUARYSWEETCORN WEEK

25 MARCHPEPPERS WEEK

11 MARCHSQUASH WEEK

18 MARCHCABBAGE WEEK

Which

of these

vegetables

do you

enjoy

eating?

21%

SEEN AD

35%

14%

SEEN AD

24%

NOT SEEN AD NOT SEEN AD NOT SEEN AD

ENJO

Y CA

RROT

S?

ENJO

Y SQ

UASH

?

ENJO

Y CA

BBAG

E?

ENJO

Y PE

PPER

S?EN

JOY

SWEE

TCOR

N?SEEN AD

29%17%

NOT SEEN AD NOT SEEN AD

19% 18%

SEEN AD

28%

22%

SEEN AD

27%

31

featured for one week. Support included recipes, social media, activities in schools and offers and promotions from our supermarket partners.

25 FEBRUARYPEA WEEK

8 APRILCUCUMBER WEEK

18 FEBRUARYBROCCOLI WEEK

04 MARCHCAULIFLOWER WEEK

1 APRILTOMATO WEEK

Our panel research tracked the effect.

Parents and children who saw the advert

agreed that the children were more

likely to request and eat our featured

vegetables than those who did not

see the ad.21

18%

SEEN AD

33%

NOT SEEN AD

14%

SEEN AD

24%

NOT SEEN AD NOT SEEN AD SEEN AD

37%ENJO

Y TO

MAT

OES?

ENJO

Y CU

CUM

BER?

ENJO

Y BR

OCCO

LI?

ENJO

Y PE

AS?

ENJO

Y CA

ULIF

LOW

ER?

NOT SEEN AD NOT SEEN AD

32

CHANGING BEHAVIOUR

TobetterunderstandtherelativeimpactoftheEat Them to Defeat Them campaign we commissioned econometrics specialist Pearl Metrics to analyse the actualshoppingbasketdatascannedinthousandsofstoresandsuppliedbyNielsen.

Thegoalofsuchanalysisistoseparateouttherelativeimpactofdifferentfactorsonthesaleofvegetables,inordertoisolateandtherebyevaluatetheimpactofourcampaign.TheanalysismapshistoricNielsensalesdatatotheimpactofknownandmeasurableinfluencesonsales.Thisincludessimple measures such as seasonality, daylight hours and temperature as well as market data such as unit prices and genericcategorymediabasedonadvertisingspend(alsorecordedbyNielsen).

Furthermore,theanalysisisolatesandevaluatestheimpactofotherfactorssuchasthegrowingveganmovementusing,forexample,Googlesearchtrafficasaproxyforconsumerawarenessandtheinfluenceofthismovement.

Analysisofthesefactorsgivesusaverygoodunderstandingofwhathasdrivenvegetablessalesoverthepast3years.InQ12019thereweremoresalesthanwewouldhaveexpectedfromthesefactorsalone.Thegraphbelowshowsouranalysisofbroccolisales,wheretheredlineisactualweeklysalesandblacklineisourmodel.Thecircledareashowsthe(smallbut)persistentdivergenceofthetwolines.Thisoccursduringthetimeofourcampaign.

Sales and consumptionDid all this reach and positive sentiment have impact on the consumption and sales of vegetables?

Unit

sale

s (m

illio

ns)

Actu

al sa

les -

Mod

el sa

les

(100

,000

)

01-M

ay-1

6

29-M

ay-1

6

26-J

un-1

6

24-J

ul-1

6

21-A

ug-1

6

18-S

ep-1

6

16-O

ct-1

6

13-N

ov-1

6

11-D

ec-1

6

08-J

an-1

7

05-F

eb-1

7

05-M

ar-1

7

02-A

pr-1

7

30-A

pr-1

7

28-M

ay-1

7

25-J

un-1

7

23-J

ul-1

7

20-A

ug-1

7

17-S

ep-1

7

15-O

ct-1

7

12-N

ov-1

7

10-D

ec-1

7

07-J

an-1

8

04-F

eb-1

8

04-M

ar-1

8

01-A

pr-1

8

29-A

pr-1

8

27-M

ay-1

8

24-J

un-1

8

22-J

ul-1

8

19-A

ug-1

8

16-S

ep-1

8

14-O

ct-1

8

11-N

ov-1

8

09-D

ec-1

8

06-J

an-1

9

03-F

eb-1

9

03-M

ar-1

9

31-M

ar-1

9UNIT SALES FRESH BROCCOLI VS MODEL

"*<<=<<<"(<<=<<<

"&<<=<<<"$<<=<<<

!"!$<<=<<<

!&<<=<<<!(<<=<<<

!"

!#<=<<<=<<<

!$<=<<<=<<<

!%<=<<<=<<<

!&<=<<<=<<<

!'<=<<<=<<<

!(<=<<<=<<<

!)<=<<<=<<<

!*<=<<<=<<<

!+<=<<<=<<<

!#<<=<<<=<<<

<#",

>?"#

(

<#"@

A0"#

(

<#"@

A."#

(

<#"B

AC"

#(

<#"D

7E"#

(

<#"F

:3"#

(

<#"G

/H"#

(

<#"I

7:"#

(

<#"@

>0"#

)

<#"5

7J"#

)

<#",

>6"#

)

<#"B

E6"#

)

<#",

>?"#

)

<#"@

A0"#

)

<#"@

A."#

)

<#"B

AC"

#)

<#"D

7E"#

)

<#"F

:3"#

)

<#"G

/H"#

)

<#"I

7:"#

)

<#"@

>0"#

*

<#"5

7J"#

*

<#",

>6"#

*

<#"B

E6"#

*

<#",

>?"#

*

<#"@

A0"#

*

<#"@

A."#

*

<#"B

AC"

#*

<#"D

7E"#

*

<#"F

:3"#

*

<#"G

/H"#

*

<#"I

7:"#

*

<#"@

>0"#

+

<#"5

7J"#

+

<#",

>6"#

+

<#"B

E6"#

+

D>.71!KL/!MNNIN D>.71!;A7!3/!MNNIN

■ UNITS FRESH BROCCOLI ■ MODEL

■ VARIANCE

987654321

642-

-2-4-6-8

- 1 2 3 4 5 6 7 8 9

01-M

ay-1

6

01-J

un-1

6

01-J

ul-1

6

01-A

ug-1

6

01-S

ep-1

6

01-O

ct-1

6

01-N

ov-1

6

01-D

ec-1

6

01-J

an-1

7

01-F

eb-1

7

01-M

ar-1

7

01-A

pr-1

7

01-M

ay-1

7

01-J

un-1

7

01-J

ul-1

7

01-A

ug-1

7

01-S

ep-1

7

01-O

ct-1

7

01-N

ov-1

7

01-D

ec-1

7

01-J

an-1

8

01-F

eb-1

8

01-M

ar-1

8

01-A

pr-1

8

01-M

ay-1

8

01-J

un-1

8

01-J

ul-1

8

01-A

ug-1

8

01-S

ep-1

8

01-O

ct-1

8

01-N

ov-1

8

01-D

ec-1

8

01-J

an-1

9

01-F

eb-1

9

01-M

ar-1

9

01-A

pr-1

9

Milli

ons

Units_Fresh_Broccoli Model

-8-6-4-2 - 2 4 6

x 10

0000

-

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

01-M

ay-1

6

01-J

un-1

6

01-J

ul-1

6

01-A

ug-1

6

01-S

ep-1

6

01-O

ct-1

6

01-N

ov-1

6

01-D

ec-1

6

01-J

an-1

7

01-F

eb-1

7

01-M

ar-1

7

01-A

pr-1

7

01-M

ay-1

7

01-J

un-1

7

01-J

ul-1

7

01-A

ug-1

7

01-S

ep-1

7

01-O

ct-1

7

01-N

ov-1

7

01-D

ec-1

7

01-J

an-1

8

01-F

eb-1

8

01-M

ar-1

8

01-A

pr-1

8

01-M

ay-1

8

01-J

un-1

8

01-J

ul-1

8

01-A

ug-1

8

01-S

ep-1

8

01-O

ct-1

8

01-N

ov-1

8

01-D

ec-1

8

01-J

an-1

9

01-F

eb-1

9

01-M

ar-1

9

01-A

pr-1

9

Sales w/o ETTDT Sales due to ETTDT

33

PearlMetricsmodelledthisacross10differentproductsegmentsoffeaturedvegetables*,vegetablesasawholeandstaplevegetableswedidnotadvertise(includingpotatoes,garlicandonion).Thefeaturedvegetabledatashowaconsistentpatternequivalenttoa2.3%averageweeklyupliftonunitsalesduringtheweeksofthecampaign,higherthanwe’dexpectgiventheweather,pricesandmarketforces.

By mapping the campaign activityagainstthehigherthanexpectedsales,wecanseetheweeklypatternofourmediafitstheunexplainedsalesverywell.Thisallowsustoquantifytheimpactofthecampaignonvegetablesales.Intotal,Eat Them to Defeat Them generated an extra17.7millionunitsalesofvegetableswitharetailvalueof£16.2million.

* Please note, we did not have access to data on those botanically classified as fruit including cucumber and tomatoes

Unit

sale

s (m

illio

ns)

ETTD

T m

edia

(£m

)

01-M

ay-1

6

29-M

ay-1

6

26-J

un-1

6

24-J

ul-1

6

21-A

ug-1

6

18-S

ep-1

6

16-O

ct-1

6

13-N

ov-1

6

11-D

ec-1

6

08-J

an-1

7

05-F

eb-1

7

05-M

ar-1

7

02-A

pr-1

7

30-A

pr-1

7

28-M

ay-1

7

25-J

un-1

7

23-J

ul-1

7

20-A

ug-1

7

17-S

ep-1

7

15-O

ct-1

7

12-N

ov-1

7

10-D

ec-1

7

07-J

an-1

8

04-F

eb-1

8

04-M

ar-1

8

01-A

pr-1

8

29-A

pr-1

8

27-M

ay-1

8

24-J

un-1

8

22-J

ul-1

8

19-A

ug-1

8

16-S

ep-1

8

14-O

ct-1

8

11-N

ov-1

8

09-D

ec-1

8

06-J

an-1

9

03-F

eb-1

9

03-M

ar-1

9

31-M

ar-1

9

IMPACT ON VEG

SALES

IMPACT OF ETTDT ON VEGETABLE* SALES ■ ETTDT SALES UPLIFT ■ ETTDT MEDIA 100

90

80

70

60

50

40

30

20

10

3

2.5

2

1.5

1

0.5

0

SALES UPLIFT

2.3%

UNITSALES

+17.7m

!"

%#"

./0"

#*

%#"

123"

#*

%#"

124

"#*

%#"

526"

#*

%#"

789"

#*

%#"

:;<"#

*

%#"

=>?"

#*

%#"

@8;

"#*

%#"

1/3"

#+

%#"

A8B

"#+

%#"

./C"

#+

%#"

59C"

#+

%#"

./0"

#+

%#"

123"

#+

%#"

124

"#+

%#"

526"

#+

%#"

789"

#+

%#"

:;<"#

+

%#"

=>?"

#+

%#"

@8;

"#+

%#"

1/3"

#,

%#"

A8B

"#,

%#"

./C"

#,

%#"

59C"

#,

%#"

./0"

#,

%#"

123"

#,

%#"

124

"#,

%#"

526"

#,

%#"

789"

#,

%#"

:;<"#

,

%#"

=>?"

#,

%#"

@8;

"#,

%#"

1/3"

#-

%#"

A8B

"#-

%#"

./C"

#-

%#"

59C"

#-

!D3E<FGAC8FHGIC>;;>4E !.>J84

",%%$%%%"*%%$%%%

"(%%$%%%"&%%$%%%

!"!&%%$%%%

!(%%$%%%!*%%$%%%

!"

!#$%$$$%$$$

!&$%$$$%$$$

!'$%$$$%$$$

!($%$$$%$$$

!)$%$$$%$$$

!*$%$$$%$$$

!+$%$$$%$$$

!,$%$$$%$$$

!-$%$$$%$$$

!#$$%$$$%$$$

$#".

/0"#

*

$#"1

23"#

*

$#"1

24"#

*

$#"5

26"#

*

$#"7

89"#

*

$#":

;<"#

*

$#"=

>?"#

*

$#"@

8;"#

*

$#"1

/3"#

+

$#"A

8B"#

+

$#".

/C"#

+

$#"5

9C"#

+

$#".

/0"#

+

$#"1

23"#

+

$#"1

24"#

+

$#"5

26"#

+

$#"7

89"#

+

$#":

;<"#

+

$#"=

>?"#

+

$#"@

8;"#

+

$#"1

/3"#

,

$#"A

8B"#

,

$#".

/C"#

,

$#"5

9C"#

,

$#".

/0"#

,

$#"1

23"#

,

$#"1

24"#

,

$#"5

26"#

,

$#"7

89"#

,

$#":

;<"#

,

$#"=

>?"#

,

$#"@

8;"#

,

$#"1

/3"#

-

$#"A

8B"#

-

$#".

/C"#

-

$#"5

9C"#

-

!"

!)$$%$$$

!#%$$$%$$$

!#%)$$%$$$

!&%$$$%$$$

!&%)$$%$$$

!'%$$$%$$$

34

SALES AND CONSUMPTION

Aspartoftheanalysis,wealsoquantifiedtheroleofgeneralcategorymedia,whichisgenerallypricepromotionlede.g.supermarketssupportingtheirownlabelveg.Thisadvertisingisalsosuccessfulatdrivingpeopletobuyandconsumemorevegetables,butitsimpacttendstobeveryshortlived(whichislikelytobeafunctionofitspricefocus).Conversely,wecanseethattheEatThemtoDefeatThemadverthadapositiveeffectformanyweeksaftertheendofthecampaign;givingreasontobelievethatabrandcampaignforvegetablescanhavealastingeffectonourcultureandconsumptionofvegetables.

Finally,PearlMetricsusedtheiranalysistolookattheinfluencesonthevegetablemarketoverayear.Againstabackdropofshortages,hotweatherandraisedpricespushingdownvegetablesales.theanalysisshowsthatthisdecreasehasbeenattenuatedbyveganismandtheEat Them to Defeat Them campaign, whichonlyranfor3ofthese12months. The Eat Them to Defeat Them campaign, was the second largestgrowthfactorforvegetablesintheUKafterthegrowthofveganism.

2,890

2,870

2,850

2,830

2,810

2,790

2,770

2,750

DRIVERS OF CHANGE OF VEGETABLE* UNIT SALES FROM APRIL 18 TO APRIL 19

UNIT

SAL

ES (M

ILLI

ONS)

SALES DRIVER

The Eat Them To Defeat Them campaign was the second largestgrowthfactorforvegetablesintheUK

52 w/e APR 18

VEGANISM ETTDT CATEGORYMEDIA

SHORTAGE BASE ECONOMY SEASONALITY NET PRICE

52 w/e APR 19

■ TOTAL ■ +VE

■ -VE

The exciting news for our campaign is that the conclusions of this evaluation are confirmed not only by our other research but also independently by the largest single source of continuous consumer and shopper insights, the Kantar Worldpanel of 30,000 households. Analysis of Kantar Worldpanel data showed a 1.7% year on year increase in claimed veg consumptions by under 16's during the campaign period.

DRIVERS OF CHANGE

CONSUMPTION UNDER

16'S

+1.7%

35

ThedataclearlyshowsthatourbravecreativeapproachwaswidelyandwarmlyreceivedbykidsacrosstheUK.Wehaveconsistentclaimedpositiveattitudeandbehaviourchangefromtwoseparatesources,Childwise&YouGov,supportedbylargescalepaneldatafromKantaranddetailanalysisofhardtransactiondatasuppliedbyNielsenandmodelled

byPearlMetrics,showingawholecategoryshiftispossible.We started with an

ambitiontoestablishaproofofconcept.Wehavedone this, and our results showwemustcontinue.ThepotentialforusingTVadvertisingtoinspirechildrentoeatvegisclearandsignificant,andalongwiththefoodsystemchangesbeingachievedbyPeasPlease,theresultsinthisevaluationshowwecan,together,achievemuchneededshiftsinconsumption.

Veg Power’s mission is togeteverychildintheUKtoeatonemoreportionofvegetableseveryday.ITV’sgoal is to encourage 10 millionpeopletotakeactionto support their physical ormentalhealthby2023.ThisfirstwaveEat Them to Defeat Them campaign was thefirststep,butthereismuch more to do.

CONCLUSION “awardsWINNER-Health&Well-being-IGDAwards 2019WINNER-Editor'sAward-UKFruit&VegAwards 2019WINNER -Charity/NotforProfit-UKSocialMediaCommunicationsAwards2019WINNER-BestVideoCampaign-TheDrumSocialPurposeAwards2019WINNER -SpecialContribution-CostSectorCateringAwards2019WINNER -TelevisionCommercialoftheYear(60secondsandunder)-shotsAwards Europe 2019 WINNER-BestHealthyEatingInitiative-TheLondonProduceShow2019HIGHLY COMMENDED-CommunicationsCampaign-ThirdSectorAwards2019HIGHLY COMMENDED-BestInternationalInitiativeforMarketingFreshProduce to Children 2019NOMINATED SHORTLIST-CreativityforGood-D&AD2019

Combining ITV’s reach and scale with

Veg Power’s expert veg knowledge to

fire up a passionate alliance of people and

brands who care about this too - behind a

brilliant ad campaign from adam&eveDDB

- proved a winning formula.”

CLARE PHILLIPS, DIRECTOR OF SOCIAL PURPOSE, ITV

HEALTHOne more portion of veg each day

helps to protect us from coronary heart

disease, deaths from cardiovascular disease

and deaths of all causes.1

ENVIRONMENTOne more portion of veg each day as part of shifting towards a

healthier diet and eating a little less meat would reduce the UK’s diet-

related greenhouse gas emissions by 17%.23

FARMINGOne more portion

of veg each day for every child equates to 325,945 tonnes

of vegetables a year – a £86.5m boon to

British farmers.22

36


We are delighted to announce that ITV and Veg Power are teaming up againforEat Them to Defeat Them2020.Thistimewe’llbejoinedbyChannel4andSkyMedia,allowingustoincreasethereachandfrequencyofthecampaign.

ThecampaignwilllaunchinFebruary2020,brilliantlysupportedonceagainbyadam&eveDDBandGoodstuff.Ourambitionisnotonlyabiggeradvertisingcampaignbutmoreactivationinstoresandabigger,betterandbolderprogramme in schools across the UK.

WHAT NEXT?

“Our One More Veg mission will bring a quadruple benefit to the UK: a boom to our

horticulture sector, a release of pressure on an overburdened health care system, an

important step towards carbon neutrality and, most importantly of all, a generation of healthier, happier children powered by veg.”

HUGH FEARNLEY-WHITTINGSTALL

Please support usAll of this was only possible because Veg Power and ITV are supported by an incredible

alliance united by a common goal. Organisations and individuals all over the UK generously provide funding, free media, goods and services as well as thousands

joining in online and in their schools and communities. If you share our mission to get kids eating more veg please get in contact as we need your help.

Contact: [email protected]

37

2020

ITV and Veg Power would like to thank everyorganisationandindividualwhohelpedcreate Eat Them To

DefeatThem.Ourcampaignisadiverseallianceofcompanies,organisationsandindividualsunitedbyacommongoal.Wearegratefultoalloursupporterslistedbelow,withapologiestoanywehaveaccidentallymissed.

ITV&VegPowerareespeciallygratefultothecompanieswhoprovidedthefundingforthiscampaignproductionand support on social and instore. ThankyoutoAldi,ASDA,BirdsEye,Coop,Iceland,Lidl,Marks&Spencer,Morrisons,Ocado,Sainsbury's,Tesco,and Waitrose and to their teams and agencies who helped make this happen.Fortheirbrilliantcreativeleadership and endless support and generosity our sincerest thanks to the team who dreamt up Eat Them &DefeatThematadam&eveDDB,inparticular,RichardBrim,MattFitch,MarkLewis,SallyPritchard,NatashaAlderson, Danny Edwards, Mitch Lovich,CliveOlamiju,MatGoff,HughDeWinton,MartinBeverly,SaraKeeganandAliceSoutham.AndtoNinianDoffandPulseFilmsforcreatingsuch a stunning commercial.

ThankyoutoGoodstuff,inparticularPaulGayfer,RussDowseandPatrickO’Reillyforsourcingsomuchfreemedia to support the campaign and fortheirleadershipandtimegivensogenerously.

ThanksalsotoStephenWoodfordattheAdvertisingAssociationforhisadviceandtoJamesHerringandTaylorHerringforplacingourstoryinthenationalpress.

TotheoriginalMrVegPowerhimselfGraemeHallandtheiFourcrewforthe Veg Power name, their kindness, supportandpatienceinproducingourwebsiteandmuchof our campaign designs.

OurthanksalsotoKieronBoyle,SarahHickey,JessAttardandtheteamatGuys&StThomas’CharityforgenerouslyfundingmuchoftheevaluationandextraactivitiesintheschoolsandcommunityofLambeth.

Thiscampaignwassupportedbymanymillionsofpounds'worthoffreemedialedbyITVandsupportedbythegenerosityofthesemediapartners,thankyou:Beano,8Outdoor,BlowUpMedia,ClearChannel,MaxxMediaPlus,Metro,OceanOutdoor,Primesight,DCMCinema,TransportforLondon,TheGuardian, The Telegraph and Pop Jam.

Ourschoolsprogrammereachedhundredsofthousandsofkidsthankstothefinancial,logisticalandpromotionalsupportofthesewonderfulorganisations:AbsoluteCatering,Birmingham City Council, Brighton &HoveCityCouncil,BournemouthBoroughCouncil,CambridgeSustainable

FoodCities,DiscoverGreatVeg, Durham Community Action,EatRosyth,EdinburghCity Council, Elior, Glasgow City Council, Greenwich Co-operativeDevelopmentAgency, Groundwork East, HullCityCouncil,Leicester

CityCouncil,LewishamCouncil,LincolnshireCountyCouncil,

MashDirect,MiddlesbroughEnvironmentalCityTrust,Portsmouth

CityCouncil,Propagate,LondonBoroughofRedbridge,SoilAssociationFoodforLife,SurreyCountyCouncil,WalthamForest,WelshLocalGovernmentAssociation,andVegCities.

Rosie, Anna and the team at Veg Power wouldliketothanktheorganisationsandindividualswhosecorefundingandtrust in our early days made Veg Power possible:AgricultureandHorticultureDevelopmentBoard,Bakkavor,BirdsEye,BrassicaGrowers,BritishOnionProducersAssociation,CoventGardenMarketAuthority,CucumberGrowers,DEFRA,Ella'sKitchen,InnocentDrinks,TheLeekGrowers,NationalFarmersUnion,Sainsbury's,SamworthBrothers,Sodexo,Tesco,TotalProduce,WelshGovernment,WWF-UKandmanymembersofthepublic.

Tothechefs,nutritionists,journalistsandillustratorswhosokindlygavetheirbrilliancetothecontentinourbookandonourwebsiteandsupportedussoenthusiasticallyonsocialmedia–youareinspiringagenerationofparents and carers to help their kids loveveg.Thankyou:AlexiaRobinson,AllegraMcEvedy,AmandaGrant,Amanda Ursell, Angela Malik, Anthony Cotton,AvinashShashidhara,AzimaGovindjii,BeeWilson,CatherineLippe,CatrinManning,ChadSarno,


38

thank you

FOR YOUR SUPPORT IN

2019

ChrisCollins,DerekSarno,GennaroContaldo, Georgie Hayden, Gillian Rodger, Happy Pear, Helen Perks, HenryDimbleby,JeanetteOrreyMBE,JennyChandler,JennyRosborough,JohnPaulDeQuay,JoPratt,KathleenKerridge,KeetSmakelijk,KennTut,LiaMoutselou,LisaTowers,LizEarleMBE,LolaMansell,LoveBritishFood,MattWilliamson,MattWright,MeeraSodha,Mel Boothman, Melissa Hemsley, MichelRouxJr,MilesGracie,MimiSpencer&SamRice,NadiyaHussain,NathanCollins&NinBose,NeilForbes,PeterLack,PrueLeithCBE,RacheldeThample,DrRanganChatterjee,RenBehan,RiverCafé,RuthieRogersMBE,SaadiaNoorani,SORTEDFood,SteveBrown,SuzyGlaskie,TableofDelights,Thomasina Miers, Tom Kerridge, Tom Aikens, Tom Hunt, Vic Borrill and Brighton&HoveFoodPartnership,ViridianNutrition,ZoeAdjonyoh.

SpecialthankstoJamieOliver,AlCorfield&teamJOforgreatrecipes,hilarious social media and endless support.

ThankyouBimpeOki,VidaCunningham,allthePublicHealthandEventsteamatLambethCouncil,Kelly&JonBarfootandBoxxfresh,themarkettradersandthefamiliesofLambethforsomuchfunattheVegInvasionandtoAmandaGrant,KristianDean,CookSchool,JanisMarshandthe schools, teachers and pupilsofLambeth’sschoolas we teach 10,000 kids to cookwithveg.

FortheirinvaluableadviceandfriendshiptoVegPower,theFoodFoundationandthis

campaign thank you to Ali Capper, AmberWheeler,AmandaWhatley,Angela Van Den Berg, Ben Reynolds, CeliaNyssens,ConsumerGoodsForum,ProfessorCorinnaHawkes,DrEmmaBoyland, Chris Jenkins, Claire Postans, DelaFoster,DuncanWilliamson,EmmaColes,HenryDimbleby,JackWardandallatBritishGrowers,JadeGower,JamieSterry,JasonO'Rourke,JohnShropshire,JudithRobinson,LauraSandys,LeeAbbey,LorraineHerbert,MarkNewbold,DrMimi-TatlowGolden,NickMarston,PeteJohnson,PeteRitchie,RebeccaMiah,SophiaParente,StephanieWood,TanyaGreen,TeresaWickham,DrTimLobstein,TimSmith,TomLindsay,TommyLeighton,VicSims,VikkiMogfordandWillBloomfield.

Thisreporthasbeencreatedbyanallianceoftheverybestincampaignevaluation.Thankyouforyourgenius,supportandgenerosity:BeanoforBrands, Childwise, Dr Anna Issacs and theteamatCityUniversity,GilesQuickandtheteamatKantar,LesBinetandtheteamatadam&eveDDB,Nielsen,

Dr Carmen Piernas and the team atOxford,SaraDonoghughatPearlMetrics,andYouGov.

WeareextremelygratefultoProfessorMartinWhite,UniversityofCambridgeandProfessorSusanJebb,UniversityofOxfordforreviewingandprovidingadviceonthisreport.Theyarenotresponsibleinanywayforthedataanalysisprovidedherein.

Thankyoutoalltheorganisationsandindividualswhosupportedusonsocialmedia–you’refartoomanytolistonthispage–wereachedmillionsonsocial thanks to you.

Muchas gracias to our amigos at the FoodFoundationforallyourhelp,Courtney, Pandora, Will, Indu, Cat and Shona.

TotheVegPowerboardoftrusteesandadvisorsthankyouforyourwisdomand guidance Andy Porteous, Anne Heughan,KatiePalmer,SirJohnHegarty,LouiseHolland,andHughFearnley-Whittingstall.

ThankyoutotheteamatITVSusieBraun,MagnusBrooke,AnnaFlashman,EmmaGormley,GemmaJohn-Lewis,

Andy Kyriacou, Carolyn McCall, Paul Moore,LucyPack,ClarePhillips,GuyPhillips,NicolaPhillips,RufusRadcliffe,MatRichesandKellyWilliams,LauraWoottonaswellas to the ITV shows and talent whogotbehindthecampaignsoenthusiastically.

Finally,Dan,Jo,andClaireandeveryonewhosupportsVegPower would like to thank the unstoppableforceandinspiration

that is Anna Taylor.

39

40


1 VegFacts,TheFoodFoundation(2016)availableathttps://foodfoundation.org.uk/wp-content/uploads/2016/11/FF-Veg-Doc-V5.pdf

2 ForceFed,TheFoodFoundation(2016)availableathttps://foodfoundation.org.uk/publication/force-fed/3 FORESIGHT,TacklingObesities:FutureChoices–ProjectReport,Butlandetal.(2007)availableathttps://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/287937/07-1184x-tackling-obesities-future-choices-report.pdf

4 PHE 20155 ThepotentialtoreducegreenhousegasemissionsintheUKthroughhealthyandrealisticdietarychange,Greenetal2015,https://link.springer.com/article/10.1007%2Fs10584-015-1329-y

6 NielsenAdDynamix7 Asurveyof2,000parentsofchildrenagedupto10commissionedbyBekomoredetailsathttps://www.independent.co.uk/life-style/food-and-drink/news/healthy-eating-children-fruit-vegetables-five-a-day-families-nutrition-diet-a8344601.html

8 BroadcastersAudienceResearchBoard(BARB)9 DCMticketsalesdata10Mediavaluebasedonpublishedsupplierratecard11 Route12 Pamco13DatasuppliedbyBeano14AuditBureauofCirculation(ABC)15FiguressuppliedbyFirstNews16DatasuppliedbyFacebook,YouTubeandTwitterrespectively17CrimsonHexagonandInstagram18GoogleAnalytics19YouGovresearchcommissionedbyITV20GoogleTrendsanalyticsconductedbyadam&eve/DDB21Childwise2019researchcommissionedbyVegPowerandITV22325,945tonnesofvegetableseachyear,basedonafiveyearaveragefarmgatemarketvalueof£173mofwhich55%wouldcomefromBritishfarmers–databasedanONSpopulationdata+DEFRAhorticulturereportbasedon50gportionsfor2-10yearoldsand80gportionsfor11-19yearolds

23Foodsystemsareresponsibleforapproximately30%ofhuman-madegreenhousegasemissions.Eatinganextraportionofveg,aspartofshiftingtowardsahealthierdiet,andeatingalittlelessmeatwouldreducetheUK’sdiet-relatedgreenhousegasemissionsby17%.(Vermeulen,S.J.,CampbellB.M.,Ingram,J.S.I.(2012)ClimateChangeandFoodSystems.AnnualReviewofEnvironmentandResources,37,195-222)

24ONS2019“Healthstatelifeexpectanciesbynationaldeprivationdeciles”,EnglandandWales:2015-201725PublicHealthEngland.(2018).HealthMatters:Obesityandthefoodenvironment.Availableat:https://www.gov.uk/government/publications/health-matters-obesity-and-the-food-environment/health-matters-obesityand-the-food-environment--2

26NHSDigital.(2017).NationalChildMeasurementProgramme2016/1727OECD.(2017).Healthataglance2017:OECDIndicators.Paris:OECDPublishing.

REFERENCES

#EATTHEMTODEFEATTHEM

Documents

CAMPAIGN EVALUATION 2019/media/Files/I/ITV-PLC... · CAMPAIGN EVALUATION 2019 W e’re hugely proud of the Eat Them to Defeat Them campaign and nothing pleases us more than seeing