British supermarket Tesco has launched a campaign to celebrate that it is doubling its Free Fruit & Veg for Schools programme. Come September, participation in the program would have increased from 500 to more than 1000 schools, with the aim of doubling the participation again the following year.
Created by BBH London, the work is part of the ‘Need anything from Tesco?’ platform and features a 105-second film starring a giant formed from fruit and vegetables.
Set to Roger Hodgson’s Give a Little Bit, the film opens with a parent walking into Tesco with her son Theo. The son who appears quite cheeky, picks a grape off the shelf and eats it (without paying obviously).
This leads to the produce shaking and spilling off the shelves. The boy frightenly runs away, trying to escape whatever is erupting behind him in the supermarket. Scared beyond belief he runs towards a locked car to try and seek refuge.
With no where to hide, the boy is confronted with a giant that is entirely made up of fruit and vegetables. Instead of attacking the boy for stealing a grape, the giant reaches out and offers him an apple.
In a shock turn of events, the pair become friends and travel from school to school delivering fruit and veg to pupils. The giant eventually shrinks as it continues to dish out the food until it becomes a tiny figure made from a pear, an apple and two strawberries.
“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,” said Murray Bisschop, UK marketing director at Tesco.
“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.”
“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,” added Felipe Guimaraes Serradourada, executive creative director at BBH London.
The campaign will run nationwide across TV, social, radio, print, out of home and digital out of home, with media planning and buying handled by EssenceMediacom and WPP.
