"The Fruit Giant"

27 April 2026

1 min 45s

Back where they belong.

There's something interesting going on with Tesco at the moment. Their advertising has gained in confidence in a fashion we are accustomed to seeing after a change of agency, but the agency responsible for this new approach is BBH, who have held the account for a long time. There is clearly life in the old dog yet!

This execution is a case in point. To draw attention to Tesco's ongoing commitment to providing schoolchildren with their five day, the agency – with able assistance from director Nick Ball and the geniuses at Untold Studios – have created the fruit monster. It pursues young people in a fairly frightening fashion in order to hand over pieces of fruit to them.

The creature itself has that wonderful quality of being both scary and benign and is a considerable achievement, but the real triumph here lies in the performances coaxed by director Ball from his young human characters - supplied by casting director Hannah Birkett - especially the main lad, who seems to behave exactly as an ordinary schoolboy would if the whole produce section suddenly erupted into a tsunami of fruit.

It's a piece of work that places Tesco firmly at the heart of modern British life, which is exactly where a brand like this wants to be.

UK

Supermarkets