Tesco is launching a new marketing campaign to back the expansion of its Free Fruit & Veg for Schools programme from September, which will see participation rise from 500 to over 1,000 schools, with the aim to double the programme again next year.
Devised by BBH, the work builds on Tesco’s recently launched brand platform, which reimagines the “Every Little Helps” strapline through the everyday question: “Need Anything From Tesco?”; designed as a simple expression of how the brand continues to show up for customers’ and communities’ needs, in a meaningful way.
The Free Fruit & Veg for Schools programme, along with Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, aims to support one million school children across the UK in getting more of the good stuff.
Customers will be able to help grow the programme with Tesco donating every time customers buy fruit and veg at Tesco up until May 24.
The campaign is being spearheaded by a new film which follows a joyful fruit giant on a journey across the UK, alongside his young companion, Theo. Set to Roger Hodgson’s Give a Little Bit, the story unfolds as the giant travels from school to school, gradually shrinking as he shares pieces of himself; a simple but powerful metaphor for giving. The film is directed by Nick Ball through MJZ, with post-production treatment by Untold Studios.
The giant was built over six months of post-production work, and at its biggest size, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables, spanning 86 different varieties.
The campaign extends beyond film into a fully integrated rollout. Print and OOH executions show the giant appearing at schools, with outdoor placements including the Piccadilly Lights and the Skylights at Manchester Printworks (the biggest LED screen in Europe).
Combined with social activations and Tesco grocery home shopping vans, the campaign will bring the character’s journey to life in unexpected ways across the country.
Tesco will also launch a range of fruit and vegetable plush toys inspired by the giant (£3 each). The profits from every toy sold will support the Free Fruit & Veg for Schools programme.
Media planning and buying is being handled by EssenceMediacom and WPP.
Tesco UK marketing director Murray Bisschop said: “Every day, children across the UK are missing out on the fruit and veg they need to thrive at school. That’s why our Free Fruit & Veg for Schools programme is so important. We’re delighted that we have been able to bring the meaningful work to life in a way that feels very Tesco through the giant campaign.”
BBH London executive creative director Felipe Guimaraes Serradourada added: “A big initiative like this deserves a big idea and this is a huge one. Some would say it’s giant. Helping a million kids is no small feat, luckily we got some help.”
Related stories
Tesco and Adobe jump in bed to get even more personal
Tesco enlists 280,000 staff for trial of AI shop assistant
Major brands back Tesco premium video ad placements
Tesco Media raids Walmart for chief operations officer
EssenceMediacom extends 10-year Tesco relationship
Be the first to comment on "Tesco goes large for Free Fruit & Veg for Schools blitz"