Celebrities voice grunts and groans for new Veg Power ad

veg power 2021 ad

Acting royalty Dame Emma Thompson is among a raft of celebrities who have voiced the grunts and groans of vegetables under attack in the new Veg Power campaign ad.

The cackles, grunts and groans of the evil attacking vegetables have been hilariously voiced by top celebrities including Emma Thompson, Amanda Holden, Jamie Oliver, Giovanna Fletcher, Stephen Mulhern and Ranvir Singh in a bid to build on previous successes in getting children to eat more vegetables.

Veg Power

An army of warrior kids vows to vanquish a legion of evil vegetables in the third major push of ITV and Veg Power’s highly effective ‘Eat Them To Defeat Them’ campaign, with an advert created by adam&eveDDB, supported by multi-million media alliance between ITV, Channel 4, Sky and STV, and funded by 10 food and retail brands.

Called ‘Prepare for Battle’, the campaign carries on the successful strategy of positioning vegetables as an enemy for children to defeat. 

Since the campaign debuted in January 2019, it has led to sales of over 517 million additional children’s portions of vegetables worth £63m.

Evil Vegetable Cast List

  • Carrot – Jamie Oliver
  • Broccoli – Giovanna Fletcher
  • Pepper 1 – Emma Thompson
  • Pepper 2 – Ranvir Singh
  • Sweetcorn – Stephen Mulhern
  • Tomato – Amanda Holden

Baroness Rosie Boycott, Chair of Veg Power Board, said  “We are delighted that Eat Them To Defeat Them has returned for its third year and is set to reach even more children across the UK. 

“As our mission is to get the UK eating more veg, engaging with children on this topic is crucial as not only will it improve their health but encourage life-long eating habits.”

The new hero 60-second spot starts with the news that evil veg are back. We then see kids from across Britain pledging to make their foes ‘wish they were never grown’. 

In a montage, the kids undertake intense training using everyday kitchen utensils, eventually squaring up against the veg on the battlefield. 

The first shot is fired, in the form of a fork piercing a terrifying tomato, before all hell breaks loose. 

As the army charges forth, one of the warriors turns to camera, demanding of her fellow children: “Will you just sit there? Or are you with us?”

Prepare for Battle

‘Prepare for Battle’ launches on Saturday 29 May during ITV’s new show, The Masked Dancer. 

The Masked Dancer includes a Beetroot character, inspired by the campaign. 

The Eat The to Defeat them ads will also run in major shows on Sky, Channel 4 and STV, and feature in editorial including Martin and Roman’s Weekend Best, James Martin’s Saturday Morning, Alan Titchmarsh’s Spring into Summer, and ITV Daytime.

The campaign is set to reach 5.2 million households with children, thanks to donated media from ITV, Channel 4 and Sky, as part of their £10 million commitment to promoting healthy lifestyles for children.

Hugh Fearnley Whittingstall, writer and chef, said:  “It’s time to defeat those dastardly veg – and eat them again!! It’s been great to be part of the Veg Power team and watch this funny, irreverent and counter-intuitive ad come together, following the success of the first Eat Them to Defeat Them campaign. 

“We know kids are enjoying these spots, and relating to them, and even more importantly, we know many of the kids who are seeing these ads are indeed eating more veg. Long may it continue.” 

Mat Goff, Joint Chief Executive Officer at adam&eveDDB, said: “This campaign is important, increasingly urgent, and it works. 

“It’s good to see an ever-growing coalition of partners getting involved and to know that together we are helping to get more veg on more forks and in more mouths.”