Tesco is set to give away thousands of free bowls of strawberries and cream to celebrate the Wimbledon tennis season this summer.

The supermarket will transform its ice cream van into a ‘Strawberries and Cream’ van as part of an experiential marketing installation.

Tesco’s van will be located in Wimbledon town centre on 2 and 3 July, where portions of the British classic will be given away for free from the van.

Visitors will be able to pass by and collect a bowl from the van while stocks last.

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This marketing activation is part of the wider ongoing Need Anything From Tesco? campaign, which aims to highlight how the supermarket shows up for customers in places, including everyday essentials to spontaneous summer treats.

Callum Baker, buying manager of berries at Tesco, said: “Our customers love strawberries, especially at this time of year. We’re expecting to sell over four million punnets just this week alone; that’s over 1,500 tonnes of strawberries!

“Strawberries and cream are such an ace doubles pairing, so we’re excited to be able to share that tradition with tennis fans, completely for free.”

Tesco is joining a growing number of retailers launching marketing activations centred around the tennis tournament this summer.