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London advertising landmarks including Piccadilly Lights and BFI IMAX will once again switch off for an hour this weekend to symbolise a moment of global unity for nature restoration
A new ‘Stickers’ OOH campaign from Tesco is highlighting its community initiative, which has seen them donate over 10 million portions of fruit and veg to UK schools
Supermarket chain, Tesco, is raising awareness of the fruit and vegetables it is donating to schools with a new out-of-home (OOH) campaign.
Developed in collaboration with London-based agency, Bartle Bogle Hegarty (BBH), the new ‘Stickers’ campaign highlights the community initiatives Tesco takes part in which has seen it donate over 10 million portions of fruit and veg to schools across the UK.
The bright campaign features a colourful collage of fruit and veg stickers, with the playful imagery contrasting a stark message – that fewer than one in ten children regularly eat the recommended ‘five-a-day’ of fruits and vegetables. The new ‘Stickers’ campaign will form part of the retailer’s popular ‘Every Little Helps’ brand platform.
Alicia Southgate, head of marketing at Tesco, says: “Thanks to the amazing work by teachers and Tesco colleagues, our Fruit & Veg for Schools programme gave 140,000 children in some of the most challenged communities in the UK a nutritious boost that they might not ordinarily get.
“Across the last academic year, pupils in the participating schools munched their way through an incredible 10.8 million portions of free fruit and veg, and teachers have told us what a positive impact it has made. This marketing campaign which playfully uses fruit and veg sticker imagery will celebrate that success and hopefully encourage other children and families to think about giving more fruit and veg a try.”
The campaign will run for three weeks, with a hero placement forming part of a takeover of the Old Street Canvas digital platform in London. The campaign will be supported by further OOH and press executions, including a wrap of the Metro newspaper, with media planning and buying handled by EssenceMediaCom.
Felipe Serradourada Guimaraes, executive creative director at BBH, adds: “We took the universal truth that kids love stickers and turned it into a joyful, unmissable demonstration of ‘Every Little Helps’ as a powerful force for good. Because you can’t talk about donating 10 million portions quietly.”
