Case Study: VegPower takes veg mainstream with ifour

VegPower reaches 1,000,000 children with ifour

VegPower, an initiative promoting vegetable consumption for children, faced the challenge of overcoming the significant marketing budgets of unhealthy foods and engaging kids with a message that was often too factual or unappealing. The vendor ifour was selected to address this through brand strategy, design, and advertising after winning a competition judged by industry experts.

The solution implemented by ifour was the creation of the multi-channel Veg Power brand and its subsequent "Eat Them To Defeat Them" campaign, which utilized kid-friendly and simple messaging across advertising, school packs, and a website. This work, done in collaboration with ITV and others, resulted in a highly successful movement. The measurable impact for VegPower includes generating an additional £12 million in vegetable sales since 2019 and engaging over 2.5 million children through its school programme.

VegPower