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.
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Credits
Client Tesco Agency BBH London Felipe Serradourada Guimaraes, executive creative director (since promoted to CCO of BBH in UK and Ireland); Holly Fallows, Charlotte Watmough, associate creative directors; Khusali Patel, Sarah Millyard, creatives; Saskia Jones, deputy chief strategy officer; Arabella Saunders, strategy director; Alexi Hall, sr. strategist; Miguel Sousa, Keiti Collins, Lucia Volpe, Matthew Manlove, designers; Nicole Southey, film producer; Pete Wiltshire, assistant film producer. Production MJZ London Nick Ball, director; Ewen Brown, producer; Dickie Jeffares, exec producer; Daniel Guy, production manager; Ben Fordesman, DP; Ben Gill, 1st assistant director; Marco Puig, production designer; Hannah Birkett, casting director; Ellie Walker, wardrobe stylist. SFX Machine shop. Editorial Stitch Leo King, editor; Ruoyu Ou, assistant editor. VFX Studio Untold Studios Tom Igglesden, exec producer; Ella Glazer, producer; Jonathan Wood, creative director; Tim Van Hussen, animation creative director; Adam Grint, shoot supervisor; Christian Baker, VFX supervisor; Hudson Martins Ribeiro, CG supervisor; Chloe Dawe, character supervisor; Alex Doyle, Bhaveesh PV, Cyriel Verkuijlen, Phillippe Moine, Sriram Namana, lead artists; Natalie London, production coordinator; Therese Vildefall, concept artist; 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, VFX artists; Richard Harris, online. Color Grading Time Based Arts Simone Grattarola, colorist; Tom Matthews, Aiden Tobin, color assistants; Jameson White, datalab; Thea Dagnaud, producer; Dan Kreeger, exec producer. Audio Post Sine Phil Bolland, sound supervisor/designer/mixer; Frankie Beirne, sound designer; Beth Tomblin, Aishah Amodu, audio producers. Music Composition SAW Music Music Supervision Hywel Evans, music supervisor. Music Company Black Sheep Music
Tropicana has launched “Give Life Some Juice,” a masterbrand campaign created in partnership with creative agency FIG. The campaign moves away from traditional category tropes to a lush, immersive tropical world that reflects the uplifting feeling of being transported to the tropics with every sip of Tropicana juice.
The work was developed alongside production house RESET directors Dorian & Daniel and animation studio Untold, who used hyperrealistic CGI to create a distinctive visual world that blends cutting-edge technology with human craftsmanship.
Set to the track “UP!” by Forrest Frank and Connor Price, this :60 hero spot, “Up,” opens with a sloth hanging from an orange tree in the rainforest, reaching for a bottle of Tropicana 100% Orange Juice. Instantly rejuvenated, he leaps into a world that comes alive around him, moving through the lush landscape and interacting with fellow animals, all with a renewed sense of swagger and confidence.
“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” said Mark Figliulo, founder and creative chair at FIG. “Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day.”
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