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We’re supporting ITV and Veg Power’s new campaign to get kids to eat more veg

25 January 2019

It’s a well-known challenge that many children (and adults!) don’t eat enough vegetables. Nearly half of parents agree that it can be a battle to get their kids to eat more veg and nearly three quarters of parents wish their child ate more vegetables.  As part of our Little Helps Plan, we’re working to help improve diets by encouraging all of us to eat more fruit and vegetables – from making them more affordable to sharing veg-packed recipes and offering Free Fruit For Kids in store – but we are always looking at ways to do more.

That’s why we’re excited to support ‘Eat Them To Defeat Them’, the bold new campaign led by Veg Power and ITV, which has launched today.  The campaign aims to get children excited about eating vegetables – kids will be encouraged to ‘Eat Them to Defeat Them’ and help avoid the vegetables taking over!  Tesco, along with other major retailers, have supported through funding the production of the advertisement which will air on prime time ITV for 14 weeks and will be seen across print, cinema and outdoor ads.

The campaign will feature a celebrity-backed Veg of the Week for children ‘to defeat’ and, along with our Every Day Low Prices on veg, you’ll see us helping the campaign by helping to boost the sale of these products.  And there is plenty more veg out there to defeat, just look out for our current deals such as 25% off sugar snap peas now (150g pack was £1 and is now 75p) and 25% off romaine lettuces (twin pack was £1 and is now 75p).

Watch out for the ad launch during Coronation Street this evening and, remember, ‘Eat Them To Defeat Them’ – and help improve the nation’s health while we’re at it!