eat them to defeat them

role: website creation

discipline: strategy / design / content / digital



In 2017 we were lucky enough to win The Drum magazine’s competition to create a campaign to persuade children to eat more vegetables. Our winning concept, ‘Veg Power’, quickly became the brand behind a multi-channel national campaign to raise the profile of vegetables and healthy eating for children. 

The Drum award led to the Food Foundation commissioning us to produce the Veg Power website. The primary objective was to build an online destination that encouraged children (and parents) to eat more vegetables. The site had to support the Foundation’s aim of gaining financial and political support for a dedicated fund to promote eating veg. This goal is key to the nation’s health, given the multi-million campaigns that run every year to promote junk food and sugary snacks.


VegPower is an insurgent brand. A huge part of its success has come from the speed at which it moves. The design and build of the site was no exception. We quickly set about building a site, using as a starting point, the new imagery created for the popular ITV VegPower, Eat them to defeat them campaign. We opted to consolidate this identity by evolving its colourful, clean, boisterous visuals, bold text and playful imagery. We developed interactive and engaging features, supported by clear calls to action and a simple to use, helpful interface.

Although the site’s primary target audience is busy lower-income parents who want to integrate more veg into everyday routines in fun, quick and affordable ways, we created the site to reach ‘under’ their heads to appeal to their children, who were initially drawn in by the fun, child-friendly television ads. We wanted our design, visuals and copy to be simple and work together to reinforce the idea that eating veg is easy and pleasurable.

Our approach was to motivate consumers and use their enthusiasm to activate and engage government, industry (supermarkets, agriculture), health professionals, celebrities and educational bodies. We wanted the site to serve as a hub where these different audiences could converge and respond to different calls to action. 

Whilst the messaging is far from one-dimensional, we realised quickly that simplicity is key. We kept copy to a minimum and ensured that user journeys and calls to action involve as few steps as possible. ‘Fun, fast and easy-to-use’ have been our watchwords.


The site is light and quick, it cannot run the risk of losing the attention of children and busy adults who have many other demands on their time. Neither of these user groups will wait for slow downloads or links. The user experience is smooth and seamless; filtering recipes by vegetable type is satisfyingly speedy. Links, downloads and contact forms activate immediately. Almost all user goals have been designed to be easily achieved within one or two clicks, echoing the ‘simple and rewarding’ theme of the whole brand experience.

We designed this ‘mobile first’ site to be equally fun for audiences whether they are 10 or 100. Visitors are led on effortless, intuitive journeys around the site. So, whether they want to download a recipe, donate money, pledge support or connect via social media, they can do it quickly and easily. The information has been made bite-size but with additional detail ‘beneath the surface’ so that the experience can be superficial or deep to suit visitors’ time and inclination.


The objective of the website is to get more children eating veg and to contribute to a change in behaviours and attitudes. This is a critical part of the Food Foundation’s mission to transform food marketing by nurturing and appealing to a sense of responsibility and compassion at all levels of the food industry. 

We have contributed to this mission by providing an online heart for an evolving national cause – where all the elements of the campaign converge: clear calls to action lead generation capabilities, information-sharing and raised brand awareness.

Across the initial 3 months of the TV campaign, the site generated nearly 500K search impressions with over 10,000 clicks through to the site from Google alone. It received 60,000 visitors and had 1,800 external links to the website. The site also presented 100 recipes from chefs, celebrities and bloggers, and helped build a social following of 13,000 users. It has served as a destination for numerous campaign channels, increasing engagement with and impact of the wider VegPower campaign. 

We have loved working on VegPower. The site has exceeded its original objectives and client expectations but is by no means a finished product. We are still evolving it and have developed a fantastic partnership.

Dan Parker, VegPower’s Chief Marketing Officer said of the site, “It has been a joy to work with the ifour team. It felt fitting to commission the agency that got the ball rolling with the initial Veg Power poster and they have kept the creativity coming with the colourful and engaging design and build of the Veg Power website.”