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Total Produce Confirms Sponsorship Of 'Eat Them To Defeat Them' Campaign

By Donna Ahern
Total Produce Confirms Sponsorship Of 'Eat Them To Defeat Them' Campaign

Total Produce has confirmed its sponsorship of the UK 'Eat Them To Defeat Them' TV campaign.

Using 'best-in-class advertising and in-school programmes' the campaign is designed to 'encourage children to eat more vegetables,' the group explained.

Launched during primetime programming on ITV on Saturday night (29 May), the £3 million TV campaign will continue through to 16 July.

The promotion will be supported by a £1 million above the line and digital campaign supported by digital giants such as Twitter, Spotify and Mumsnet.

Total Produce noted that the school's intervention programme will see 500,000 children at 1,900 primary schools receive 'Eat Them To Defeat Them' mission packs, across the UK.

Speaking of Total Produce’s support of the campaign, Vincent Dolan, group marketing director commented, “Far too often healthy products are overshadowed by less virtuous snacking alternatives in primetime. The “Eat them To Defeat Them” campaign, with its extraordinary reach - some 46 million people in 2020, addresses that - placing vegetables front and centre and engaging kids in a fun, irreverent way."

"In Total Produce, we’re all about promoting good health and well-being and finding the fun in fruits and vegetables, so we’re very proud to fly the flag for the fresh produce industry by being the main sponsor of this innovative, incredibly worthwhile initiative,” he added.

Revenue Increase

On the 25 February, Total Produce reported a 1.7% revenue increase in its 2020 financial year, to €6.26 billion, in spite of the 'unprecedented challenges posed by COVID-19'.

In what the group described as a 'very strong performance', adjusted EBITDA was up 8.2% to €219.4 million.

Total Produce intends to pay a final dividend of 2.770 cent per share, which is an increase of 7.5% on the final dividend the previous year.

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