Tesco

Fruit Giant

Tesco simplified its community proposition, deciding to double down on its participation in giving free fruit and veg to schools. It decided to increase participation from 500 to more than 1,000 schools and begin a mission to get free fruit and veg to more than 1M children. A big mission that needed a big idea.

Tesco is growing its current offering of providing fruit and veg to 500 schools, to as many schools in as many communities as we can, to help use its scale to democratise nutrition.

Fruit Giant. A giant, lovable creature, Plumbert. Build from exactly 105,000 pieces of fruit and vegetables, Plumbert physically embodies Tesco's expanding free furit programme.

- £2.9M Reached in the fruit and veg funding pot
- Highest rated ad ever on System 1, scoring 5.9