This campaign saw us securing meetings for Ella’s Kitchen with almost 30 MPs, many of whom publicly supported the campaign on Twitter and through their engagement with Public Health England.
The ‘Greener Paper’ was downloaded over 5,000 times, making it the second most downloaded paper of 2016 in the academic journal, Nutrition Bulletin.
Notably, the campaign gained the support of Jamie Oliver and his Food Revolution, as he declared his support to his 11 million followers on Instagram and Twitter.
The campaign was also successful at a grassroots level, with over 2,000 Tweets from parents sharing their children’s experiences with vegetable weaning, using the campaign hashtag #vegforvictory.
Most importantly, the Veg For Victory campaign resulted in the NHS updating its Start 4 Life guidance, which now recommends a vegetable first weaning diet for babies.