Total Produce Main Industry Sponsor Of UK “Eat Them To Defeat Them” Primetime Promotional Campaign


Total Produce is proud to confirm its sponsorship of the UK “Eat Them To Defeat Them” TV campaign from Veg Power and ITV dedicated to using best-in class advertising and in-school programmes to encourage children to eat more vegetables.

Launched during primetime programming on ITV on Saturday night, the £3m TV campaign will continue through to July 16th and be supported by a £1m above the line and digital campaign supported by Twitter, Spotify, Mumsnet and others and a schools intervention programme that will see 500,000 children at 1,900 primary schools receive “Eat Them To Defeat Them” mission packs.

Speaking of Total Produce’s support of the campaign, Group Marketing Director, Vincent Dolan 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 46m 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 a main sponsor of this innovative, incredibly worthwhile  initiative.”


For further information:

Vincent Dolan

Group Marketing Director

Total Produce Plc

Tel:  +353 42 9388707

Mob:  +353 868204936