Supermarket chain Tesco is raising awareness of the community initiatives it takes part in with a new out-of-home campaign celebrating donating over 10 million portions of fruit and veg to schools across the UK.

Developed in collaboration with London-based agency BBH, the new ‘Stickers’ campaign will form part of the retailer’s popular ‘Every Little Helps’ brand platform.

Designed to celebrate and raise awareness of Tesco’s commitment to community initiatives, the work taps into children’s’ love of stickers as a playful response to a stark reality: fewer than one in ten children regularly eat the recommended five-a-day.

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“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,” said Felipe Serradourada Guimaraes, ECD at BBH.

Set to run for three weeks, a hero placement will form part of an Old Street Canvas takeover in London, supported by further out-of-home and press executions, including a wrap of the Metro newspaper. Media planning and buying was handled by EssenceMediacom

Alicia Southgate, head of marketing at Tesco added: “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 & 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.”