Tesco has launched a new campaign, as it doubles its Free Fruit and Veg for schools programme from September.

Participation in the programme will go from 500 schools to over 1000, with the aim to double the programme again in 2027.  It aims to support one million school children across the UK.

As part of the programme, Tesco will donate to the cause every time shoppers buy fruit and veg at Tesco until May 24.

Its marketing drive, devised by creative agency BBH, is part of its new brand platform ‘Need Anything from Tesco’.

UK marketing director at Tesco 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.”

It follows a fruit giant as he travels the UK with his companion Theo. The fruit giant took over six months of post production work to build and at his biggest is made up of 105,000 pieces of photorealistic fruit and vegetables.

The advert is soundtracked to Give a Little Bit by Roger Hodgson and was directed by Nick Ball through MJZ. Post production treatment was handled by Untold Studios, with media planning and buying managed by EssenceMediacom and WPP.

Tesco will be selling a range of fruit and vegetable plush toys and the profits from every toy sold will go to the Free Fruit and Veg for Schools programme.

ECD at BBH London 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.”

It will run across TV, radio, social media, radio, print, out-of-home and digital out-of-home.

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