Multiple begins long-term commitment to health campaign with PoS and leaflets Tesco pledges millions' for Five a Day campaign Tesco has resurrected the generic Five A Day campaign, first developed by the Fresh Fruit and Vegetable Information Bureau to boost consumption. The multiple has pledged to spend "millions" on getting the message across." The original Five a Day theme has been used in many guises by multiples such as Asda, which dressed fresh produce department staff in embroidered green sweaters, and more recently Marks and Spencer which took on the theme of Five for Four. Tesco's approach differs in that it is not only working with Cancer Research in the second year of a healthy food campaign, but is also planning to adopt the slogan over a long period. Hamish Renton, Tesco's business planning manager for fresh produce, said the point-of-sale would be evident until Christmas. "The cost runs into six figures," he added. Giant banners will carry the message and focus on tomatoes, carrots and grapes, while the first in a series of leaflets will be associated with strawberries. The campaign will be conducted in the majority of Tesco's 700 stores, and a leaflet providing customers with information is also widely available. The latest research to highlight the health benefits of fresh produce comes in lifestyle and diet studies conducted in East Anglia. It reinforces earlier findings of a reduction in the risk of early cancer and other diseases. {{FRESH PRODUCE }}