Tesco and creative agency BBH have launched a bold new campaign titled “Stickers”, celebrating more than 10.8 million fruit and vegetable donations to schools across the UK. Anchored by a striking Old Street Canvas takeover, the work transforms the joy of kids’ love for stickers into a powerful out-of-home (OOH) creative statement.

What’s the idea behind this campaign?

The campaign is rooted in a playful truth: children love stickers. BBH used this universal insight to showcase Tesco’s generosity, creating a suite of colorful fruit and veg stickers that appear across DOOH, press, and even in a refreshed Tesco logo. The message is clear—donating over 10 million portions is something worth celebrating loudly.

How does Tesco address a serious issue?

Fewer than 1 in 10 children in the UK regularly eat the recommended five-a-day. Tesco’s Fruit & Veg for Schools programme tackles this by providing nutritious portions to children in communities that need it most. Over the last two years, the initiative reached 140,000 pupils, giving them a healthy boost that teachers say has made a lasting impact.

What makes the creative execution unique?

Beyond the Old Street Canvas hero placement, the campaign extends to Metro cover wraps, national press, and OOH. By applying a sticker-style identity even to its own logo, Tesco demonstrates its commitment to making nutrition exciting and approachable. The result is a vibrant, unmissable campaign that blends playfulness with purpose.

What do leaders say about the campaign?

Felipe Serradourada Guimaraes, ECD at BBH, explained: “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.”

Alicia Southgate, Tesco’s Head of Marketing, added: “Thanks to teachers and Tesco colleagues, pupils munched their way through an incredible 10.8 million portions of free fruit & veg last year. This campaign celebrates that success and encourages families to think about eating more fruit and vegetables.”

Why does this campaign resonate with audiences?

Because it’s both playful and purposeful. By turning fruit and vegetables into a joyful sticker story, Tesco manages to communicate its community impact in a way that feels authentic and uplifting. The creative connects with families while reinforcing the brand’s enduring promise that Every Little Helps.

Final thoughts: Stickers with impact

Tesco’s latest OOH campaign proves that marketing can be both visually engaging and socially meaningful. By celebrating millions of donated portions through a playful medium, the retailer shows that even small actions add up to a major difference—one sticker, and one healthy bite, at a time.