THE BRIEF
Tesco wanted to turn its national Fruit & Veg Giant campaign into a tangible in-store experience that would support the expansion of its Free Fruit & Veg for Schools programme.
THE SOLUTION
SMP assisted in the development and execution of a national POS campaign that brought the Fruit & Veg Giant to life in-store. This transformed a nationwide health initiative into an engaging customer experience.
- Created a suite of POS assets all aligned with the hero TV and OOH creative, with easy to follow installation guides to ensure stores could activate quickly with minimal team disruption.
- Produced and distributed over 50,000 pieces of POS across 2,800 stores ensuring consistent, high-impact visibility nationwide.
- Used large-format placements to turn the Giant into a character families could pose with and talk about, transforming a health message into a memorable in-store encounter.
THE IMPACT
- More than 10 million portions of fruit and veg have been donated.
- Children bonded with the Giant in-store, with families stopping for photos, which aided the retail media campaign to reach 140,000 children.
- Clear, consistent messaging at fixture and front-of-store helped Tesco spotlight its commitment to children’s nutrition.
