The Food Federation’s Veg Power initiative and ITV have joined forces to launch‘Eat Them To Defeat Them’: a new ad campaign encouraging kids to eat more vegetables.

Launching today (25 January), the campaign is designed to inspire children to eat more healthily and help tackle rising childhood obesity.

A 60 second advert will air during tonight’s episode of Coronation Street and alongside some of ITV’s biggest programmes over the next few weeks. The activity will be supported with posters, stickers and wall charts, aimed at parents and kids who are looking to improve their diets.

The partnership between Veg Power and ITV is also being backed by TV personalities Hugh Fernley-Whittingstall and Jamie Oliver. The initiative itself has been funded by a host of supermarkets and brands, including: Aldi; Asda; Birds Eye; Co-op; Iceland; Lidl; Marks & Spencer; Morrisons; Ocado; Sainsburys; Tesco and Waitrose & Partners.

Baroness Rosie Boycott, chair of Veg Power and trustee of The Food Foundation, said: “We are delighted that Veg Power has joined with ITV to launch our very first campaign Eat Them To Defeat Them. With the aim of using ‘advertising for good’ and engaging and entertaining kids rather than using the well-worn health message, we can really shift the dial and hope to see long lasting behaviour change. Having all the major retailers will help us achieve huge reach and impact.”

Carolyn McCall, ceo at ITV, said: “This campaign will reach millions of parents and children through our biggest and most popular shows and it is unlike anything that has gone before. We’re proud to use the power of TV to take a new, bold and brave approach to encouraging kids to eat more vegetables.”

Hugh Fearnley Whittingstall, food writer and TV broadcaster, added: “I’m really pleased and excited to be involved in Veg Power. Getting our kids to eat more vegetables is simply vital - and it’s never been more so. This campaign is brave, fun and engaging. It will inspire kids to enjoy the huge range of tastes, textures and colours that the brilliant world of veg has to offer. A diet that’s big on vegetables will be a massive win for our long term health. I’m hoping to see carrots and broccoli flying off the shelves.”