London: Tesco has unveiled a new integrated marketing campaign to support the expansion of its Free Fruit & Veg for Schools programme, doubling its reach from 500 to over 1,000 schools starting September.

The initiative aims to further scale to twice that size again next year, reinforcing the retailer's commitment to community wellbeing and child nutrition. The campaign, conceptualised by BBH, builds on Tesco's recently launched brand platform, which reinterprets its iconic "Every Little Helps" through the relatable phrase, "Need Anything From Tesco?". It reflects the brand's continued focus on supporting everyday needs of customers and communities. At the heart of the campaign is a visually rich film featuring a "fruit giant" travelling across the UK with a young companion, Theo.

Set to Give a Little Bit by Roger Hodgson, the narrative portrays the giant gradually shrinking as he shares parts of himself with children-symbolising the act of giving. The film was directed by Nick Ball through MJZ, with post-production handled by Untold Studios. The production of the giant was a significant technical undertaking, involving six months of post-production work. At its largest scale, the character comprises over 105,000 individual pieces of photorealistic fruit and vegetables across 86 varieties, showcasing a blend of storytelling and high-end visual craftsmanship.

The Free Fruit & Veg for Schools programme, alongside complementary initiatives such as Fruit & Veg Grants and Free Fruit for Kids in stores, aims to benefit up to one million school children across the UK. Customers can also contribute to the initiative, with Tesco committing to donations for every fruit and vegetable purchase made until May 24. Murray Bisschop[/caption] Murray Bisschop, UK Marketing Director, Tesco 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."

Felipe Guimaraes Serradourada[/caption] Felipe Guimaraes Serradourada, ECD at BBH London said, "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." The campaign extends beyond film into a fully integrated rollout, including print, outdoor, and digital channels. High-impact placements feature the giant appearing at key locations such as Piccadilly Lights and the Skylights at Manchester Printworks, one of Europe's largest LED screens. Social media activations and Tesco's grocery delivery fleet will further amplify the campaign's reach. Additionally, Tesco will introduce a range of fruit and vegetable plush toys inspired by the campaign, priced at £3 each, with proceeds supporting the schools programme. The nationwide campaign will run across TV, social, radio, print, OOH, and DOOH, with media planning and buying managed by EssenceMediacom and WPP. https://www.youtube.com/watch?v=3CYzNYeG3Kg CREDITS: Campaign title: Free Fruit & Veg For Schools Client: Tesco UK CEO: Ashwin Prasad Group Managing Director, Customer: Becky Brock UK Marketing Director: Murray Bisschop Head of Marketing: Alicia Southgate Lead Campaigns Manager: Catherine Benson Campaign Manager: Nina Flood Advertising agency: BBH London Executive Creative Director: Felipe Guimaraes Associate Creative Directors: Holly Fallows, Charlotte Watmough Creatives: Khushali Patel, Sarah Millyard Deputy Chief Strategy Officer: Saskia Jones Strategy Director: Arabella Saunders Senior Strategist: Alexi Hall Client Managing Director: James Rice Business Lead: Tori Meadows Senior Account Director: Owen Keating Account Manager: Imogen Brooks, Ollie Withell Account Executive: Lula Horton, George Moody-Stuart Senior Project Manager: Sophie Sanderson Designer: Miguel Sousa, Keiti Collins, Lucia Volpe, Matthew Manlove Retouching: BBH Studios - Connor Farrow Guy & Simon Goold Studio: Toni Polain & Dave Walsh Agency film producer: Nicole Southey Assistant agency film producer: Pete Wiltshire Agency Print Producer: Rachel Clarke Media agency: EssenceMediacom Production Company: MJZ London Director: Nick Ball Producer: Ewen Brown Exec Producer: Dickie Jeffares Production Manager : Daniel Gay Production Assistant: Spike Elwood Director of Photography: Ben Fordesman 1st Assistant Director: Ben Gill Production Designer: Marco Puig Casting Director: Hannah Birkett Wardrobe Stylist: Ellie Walker SFX: Machine shop Editing Company: Stitch Editor: Leo King Assistant Editor: Ruoyu Ou VFX Studio: Untold Studios Executive Producer: Tom Igglesden Producer: Ella Glazer Creative Director: Jonathan Wood Animation Creative Director: Tim Van Hussen Shoot Supervisor: Adam Grint VFX Supervisor: Christian Baker CG Supervisor: Hudson Martins Ribeiro Character Supervisor: Chloe Dawe Lead Artist: Alex Doyle, Bhaveesh PV, Cyriel Verkuijlen, Phillippe Moine, Sriram Namana Production Coordinator: Natalie London Production Assistant: Joseph Wolffe Concept Artist: Therese Vildefall VFX Artists: Alex Miller, Aswin Bal, Avinash Savant, Brad Willis, Carlo Carfora, Claudio Quarra Sacco, Deniz Cinar, Dinesh Reddy, Ed Turvey, Emre Samioglu, Faizal Tahir, Giacomo Cavalletti, Greta Kossowska, Henry Affonso, Jayadeep Chandran, Jessica Zanetti, Kanishk Chouhan, Kim Ranzani, Laurie Garnier, Manjunath R, Manoj Ravi, Marcel Ruegenberg, Marta Esteban-Infantes, Mary Doyle, Mohammad Azeem, Upasana Choudhary Online: Richard Harris Colour Grading: Time Based Arts Colourist: Simone Grattarola Colour Assistant: Tom Matthews, Aiden Tobin Datalab: Jameson White Producer: Théa Dagnaud EP: Dan Kreeger Audio Post Production - Sine Sound Supervisor/Designer/Mixer - Phil Bolland Sound Designer - Frankie Beirne Audio Producers - Beth Tomblin & Aishah Amodu Music Composition - SAW Music Music supervisor: Hywel Evans Music company: Black Sheep Music OOH Photographer: Pret-a- Portrait - Aaron Jacobsen & Ashley Wallace Production Company - Black Sheep Studios