Britain’s Got Talent judge Amanda Holden and Good Morning Britain presenter Ranvir Singh are among the six celebrities who have transformed into Evil Veg as part of a new ITV ad campaign.
The ad, in collaboration with Veg Power, was crafted to launch the third year of the Eat Them to Defeat Them campaign, which encourages children to eat their vegetables.
The full line-up includes Amanda Holden, Ranvir Singh, Giovanna Fletcher, Emma Thompson, Jamie Oliver and Stephen Mulhern.
Amanda appears as an evil tomato, while Ranvir lends her voice to a pepper along with twin veg partner Emma Thompson.
Jamie Oliver, meanwhile, stars as a carrot, Giovanna appears as a tree of broccoli, and Stephen is a sweetcorn.
"Prepare for Battle" is the theme for the latest advert, which sees an army of warrior kids coming together to vanquish a legion of evil vegetables.
The cackles, groans and grunts of the attacking veggies have been voiced by each of the celebs, as the news airs that the evil veg have returned and are ready for battle.
Kids across Britain unite to pledge that their foes will "wish they were never grown", before embarking on an intense training montage using everyday kitchen utensils.
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They’ll eventually square up against the veggies on the battlefield, with the first shot fired being a fork piercing a terrifying tomato, before all hell breaks loose.
As the army charges forth, one of the warriors turns to the camera to demand of her fellow kids: "Will you just sit there? Or are you with us?"
Along with the advert, 1,900 primary schools are set to benefit from the campaign with activities for school like veggie tasting sessions, teaching aids and reward charts, alongside a puzzle book backed by Public Health England’s Change4Life campaign.
The launch of the new ad comes as 89% of children aged five to 10 are shown to eat less than the Government’s Eat Well Guide recommendations for vegetables, with one in three children leaving primary school overweight or obese.
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But the previous two iterations of the campaign have seen success, leading to sales of more than 517million additional children’s portions of vegetables since January 2019.
The campaign is funded by supermarket giants including Aldi, ASDA, Co-Op, Tesco, Sainsbury’s and Lidl.
Ocado, Birds Eye and Total Produce are also backing the campaign financially.
Head of Social Purpose at ITV, Susie Braun, said: "This award-winning campaign is proof that it’s possible to change not just kids’ attitudes but their behaviours around eating vegetables.
"We are delighted to be driving this huge alliance around Eat Them to Defeat Them for a third year, together getting literally millions more portions of vegetables into kids’ tummies."
Even hit ITV game show The Masked Dancer is getting on board with the campaign, as its Beetroot costume was inspired by Eat Them to Defeat Them.
But whether that gives any clues to their true identity, we’ll have to wait and see…
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