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BEING THE VOICE OF KIDS FOR ITV

 

ITV AND HEALTHY-EATING INITIATIVE ‘VEG POWER’ NEEDED ‘THE VOICE OF KIDS’ FOR A MAJOR NATIONAL CAMPAIGN TO GETS KIDS TO EAT MORE VEGETABLES

OBJECTIVES

  • Help ITV develop the most relevant, attention-grabbing campaign for kids

  • Understand what impact the campaign has on kids’ veg consumption

 

SOLUTION

  • Qualitative creative testing with Trendspotters to explore reactions to the campaign, understand appeal and memorability of strapline, specific scenes and the social currency of the ad

  • Beano Brain Omnibus survey to measure kids' vegetable consumption behaviour and measure awareness of the ad campaign, comparing kids who saw the ad vs. kids who didn’t.

RESULTS

Ground breaking advert that disrupted the healthy eating narrative, high recall amongst audience and tangible impact on kids’ eating behaviour 

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