Tesco’s fruit giant gives schools a bigger helping

Tesco has launched a campaign to support the expansion of its Free Fruit & Veg for Schools programme, which will double from 500 to more than 1,000 schools from September.

The work from BBH builds on Tesco’s new brand platform, “Need Anything From Tesco?”, which reframes its long-running “Every Little Helps” promise around the ways the retailer shows up for customers and communities.

The programme sits alongside Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, with the aim of helping one million school children across the UK get more fruit and vegetables.

At the centre of the campaign is a joyful fruit giant, travelling across the UK with his young companion, Theo.

Set to Roger Hodgson’s Give a Little Bit, the film sees the giant gradually shrink as he shares pieces of himself with schools, a simple metaphor for giving.

“Every day, children across the UK are missing out on the fruit and veg they need to thrive at school,” said Murray Bisschop, UK Marketing Director at Tesco.

Felipe Guimaraes Serradourada, ECD at BBH London, added: “A big initiative like this deserves a big idea.”

The giant was created over six months of post-production and, at full size, features more than 105,000 photorealistic pieces of fruit and vegetables.

The campaign will run across TV, social, radio, print, OOH and DOOH. The film is directed by Nick Ball through MJZ, with post-production treatment by Untold Studios.