U.K. supermarket chain Tesco has unveiled a new marketing campaign as it announces that it is doubling its Free Fruit & Veg for Schools program from September, increasing participation from 500 to over 1,000 schools, with the aim to double the program again the following year. The work builds on Tesco’s recently launched brand platform, which reimagines its iconic “Every Little Helps” through the everyday question: “Need Anything From Tesco?”--a simple expression of how the brand continues to show up for customers’ and communities’ needs, in a meaningful way.

The Free Fruit & Veg for Schools program, along with Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, aims to support one million school children across the U.K. in getting more of the good stuff. Customers will be able to help grow the program with Tesco donating every time customers buy fruit and veg at Tesco up until 24th May. Created by BBH, this film follows a joyful fruit giant on a journey across the U.K., alongside his young companion, Theo. Set to Roger Hodgson’s "Give a Little Bit," the story unfolds as the giant travels from school to school, gradually shrinking as he shares pieces of himself - a simple but powerful metaphor for giving. “The Fruit Giant” film was directed by Nick Ball through MJZ, with postproduction/VFX treatment by Untold Studios.

Bringing the giant to life was a feat of craft and scale. The giant was built over six months of postproduction work, and at his biggest size, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables, spanning 86 different varieties.