Child thief gets what he deserves....

British supermarket chain Tesco tickles the funnybone with this campaign telling the tale of what happened next when a boy nicked a grape from the fruit stall while grovery shopping with his mum. But there's a seriously worthy side to the chuckles: Set up in 1919, the store group has announced that it is doubling its Free Fruit & Veg for Schools programme from September, increasing participation from 500 to over 1,000 schools, with the aim to double the programme again the following year. The programme, along with Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, "aims to support one million school children across the UK in getting more of the good stuff," says the brand. "Customers will be able to help grow the programme, with Tesco donating every time customers buy fruit and veg at Tesco up until 24th May". Bringing the Fruit Giant to life was a feat of craft and scale. The giant was built over six months, and at his biggest size, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables, spanning 86 different varieties. “Every day, children across the UK are missing out on the fruit and veg they need to thrive at school. That’s why our Free Fruit & Veg for Schools programme is so important. We’re delighted that we have been able to bring the meaningful work to life in a way that feels very Tesco through the giant campaign.”

Keywords: Tesco The Fruit Giant, UK school food, British children diets, Roger Hodgson Give a Little Bit, children's nutrition, fruit and veg boost in schools, director Nick Ball, Untold Studios, BBH London