ITV and Veg Power plan team up to get the nation eating more Veg.

“This is a unique opportunity for Veg Power, ITV, major brands and retailers to come together and make a meaningful difference across the nation. Working collaboratively to reach every corner of the UK with the aim to effect real change.”

Baroness Rosie Boycott , Chair Veg Power Board

ITV and Veg Power are joining forces to launch a major new national campaign to change the way people think and feel about vegetables, with the aim of inspiring us all to eat more vegetables.

The Veg Power fund, supported by Hugh Fearnley-Whittingstall was set up to help tackle the huge rise in diet related illness across the UK by encouraging everyone in Britain to eat more veg. As part of the broadcaster’s Feel Good initiative ITV will provide media space right across the ITV channels including primetime entertainment family shows to engage the nation with this new advert.   

The campaign is being funded by a unique alliance of the UK’s major food retailers who are all lining up to support the campaign. Iceland, Lidl, Marks and Spencer, Sainsburys, Morrisons and Waitrose will all be making donations into the Veg Power fund in order to finance this exciting and unique campaign. 

The new advertising campaign aims to be on-air in January 2019 and will be brave and bold, with real appeal to kids. The innovative and highly engaging campaign is being created by adam&eveDDB, one of the world’s leading creative agencies. Taylor Herring will be ITV and Veg Power’s partner PR agency for the project.

80% of adults and 95% of teenagers do not eat enough vegetables.  As veg are low in fat and sugar and high in fibre and nutrients, consuming more veg everyday is a key way of eating more healthily and will play a part in tackling the UK’s obesity crisis.    


“We know that the power of TV can be used to shape culture and this new advertising campaign will really amplify the message that we all need to eat more veg by broadcasting to millions of viewers during ITV’s biggest programmes. Working with Veg Power, adam&eveDBB and the major food retailers means this campaign will have a real impact on the health of the nation.”

Carolyn McCall , CEO, ITV