Tesco is doubling its Free Fruit & Veg for Schools programme from September, as it launches a new nationwide marketing campaign to support children’s access to healthier food.

It will increase participation in the scheme from 500 to more than 1,000 schools, with plans to double the programme again the following year.

The initiative, alongside Tesco’s Fruit & Veg Grants and Free Fruit for Kids in stores, forms part of the grocer’s ambition to support one million school children across the UK in getting more fruit and vegetables.

Customers will also be able to help grow the programme, with Tesco donating every time shoppers buy fruit and veg in store or online until 24 May.

The campaign, created by BBH, builds on Tesco’s recently launched brand platform, which reimagines its famous “Every Little Helps” message through the everyday question: “Need anything from Tesco?”

At the centre of the campaign is a new film following a giant made entirely from fruit and vegetables as he travels across the UK with a young companion called Theo.

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

The character was developed over six months of post-production work and, at his largest, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables across 86 different varieties.

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.”

The campaign will run across TV, social, radio, print, out-of-home and digital out-of-home, with media planning and buying handled by EssenceMediacom and WPP.

Outdoor activity will include appearances on the Piccadilly Lights and the Skylights at Manchester Printworks, while the fruit and veg giant will also appear across social channels and Tesco grocery home shopping vans.

Tesco is also launching a range of fruit and vegetable plush toys inspired by the campaign, priced at £3 each, with profits going towards the Free Fruit & Veg for Schools programme.

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