Mash Direct Launch Veg Power and ITV Campaign in NI- Encouraging Children to Eat More Vegetables

Mash Direct have joined forces with Veg Power and ITV in an exciting new campaign, Eat Them To Defeat Them which launched last week across ITV. This is a new radical initiative to inspire children to eat more vegetables and Mash Direct are the driving force behind communicating this campaign across Northern Ireland.

With the help and support of key influencers such as Jamie Oliver and Hugh Fearnley-Whittingstall, Veg Power and ITV kick started this campaign with a national TV ad which premiered during Coronation Street on Friday 25th January. It will continue to be aired during some of the biggest TV shows in the UK including The Voice, Dancing on Ice and Britain’s Got Talent reaching millions of viewers.

Eat Them To Defeat Them’s strategy is unlike the usual worn out health messages around vegetable intake and is fun and engaging to inspire both children and parents to view and consume vegetables differently. With a total advertising spend from ITV of £2m, the campaign will run for 12 weeks with a different vegetable focus each week. With the use of scary vegetable characters, the campaign depicts the kids as heroes as they help their parents save the world from being overrun by angry vegetables.

The much anticipated TV ad will be supported with in-store support across all major UK supermarkets as well as supporting creative that will be sent to schools. Mash Direct will be sending out 50,000 school packs to Key Stage 2 children across Northern Ireland and Scotland over the next couple of weeks promoting the Veg Power Campaign. If you want your school to be involved please get in touch with Mash Direct and be a part of this exciting healthy eating initiative. With the support from local governments, retailers, other food producers, schools and parents, everyone can together help tackle the rise in obesity and teach children to be brave with their vegetable intake as well as enjoying the vibrancy and nutritional benefits vegetables have to offer.


L- R: Heather, Hollie and Reuben Mc Feeters (Digital Marketing Executive, Mash Direct) and Clare Forster (Head of Marketing, Mash Direct) launch the ITV and Veg Power campaign in Northern Ireland. Heather and her daughter Hollie came along to the launch of the Veg Power and ITV ‘Eat Them to Defeat Them’ campaign at Belfast City Hall on Saturday 25th February to encourage children in Northern Ireland to eat more vegetables.


To officially launch the Veg Power Campaign in Northern Ireland, Mash Direct hosted a Veg Power Giveaway event at Belfast City Hall on Saturday 2nd February. Media, influencers and school children were invited to raise awareness of the campaign and were rewarded with a free pack of Mash Direct’s farm fresh Carrot & Parsnip from their Mash Bus as well as a picture with Maris the Mashcot to raise awareness of this campaign.

Chief Operating Officer at Mash Direct, Jack Hamilton said, “At the heart of Mash Direct our focus has always been on health and convenience. This campaign is the perfect way to engage with children and make them love the huge array of vegetables that we have to offer. We are thrilled to be driving this campaign across Northern Ireland and we hope that the whole initiative will have a tremendous impact on the long-term health here. I’d like to say a big thank you to those who visited the Mash Bus on Saturday to launch this ground-breaking campaign in Northern Ireland.”