Running a campaign that involves more than 200 organisations brings valuable lessons on building and maintaining relationships.
Veg Power is a not-for-profit organisation focused on encouraging the UK to eat more vegetables. Since their inception around three years ago their successes include the award-winning ‘Eat Them to Defeat Them‘ campaign in partnership with ITV, which included a TV ad supported by over £10m of advertising from ITV, Channel 4 and Sky Media.
This year the campaign’s accompanying schools programme reached 500,000 primary school kids from 1,900 schools. They were able to demonstrate behaviour change with an additional 517 million children’s vegetable portions sold from the campaign’s launch in February 2019 to July 2020.
The fundamental difference with other healthy eating or public health campaigns is that the Veg Power operating model includes a strong, diverse and vocal alliance that has nationwide reach and impact – all on a very low budget. The alliance consists of individuals, groups and organisations that are passionate about the cause. It includes large and small businesses, national and local government, NGOs, community groups and schools, celebrities and influencers. This enables them to reach a greater range of individuals and adds credibility and interest to their campaigns.
We go live for a positive catch up with Dan Parker – Chief Executive Officer for Veg Power to gain an understanding as to how the campaign is tracking, why they need your ongoing assistance and taking a deep dive into the attitudes & awareness of seasonal vegetables.
Dan has worked in marketing and advertising for 25 years. As Chief Executive and Executive Creative Director of marketing innovation agency Sponge, he pioneered online, mobile and location marketing for the world’s largest food, restaurant, grocery, media, and technology brands, He is the project lead and Chief Executive Officer of Veg Power, a not-for-profit organisation which inspires kids to eat more vegetables. Veg Power is best known for the Eat Them to Defeat Them campaign for kids which reached into the homes of 40m people in 2019.
David Rogers – Commercial Manager of Tozer Seeds also joins us to explain why they are proudly joining Veg Power‘s industry-first membership programme to increase veg consumption in the UK.