Lincolnshire Co-op has unveiled new artwork for its free fruit scheme after an 11-year-old from Spalding won a children's drawing competition designed to promote healthy eating during the school holidays.
The winning design by Valerija Podberiozkina was chosen from hundreds of entries and is now featured across marketing materials in the retailer's 101 food stores, as well as on digital channels, letters to families and the free fruit cards used by children to redeem their daily fruit.
The society's free fruit scheme, which runs during selected school holidays, allows children linked to an adult member's account to collect a free gala apple, banana or orange each day. This year's summer campaign began on 27 July and will continue until 5 September.
More than 13,500 children are registered with the initiative, and Lincolnshire Co-op said it distributed 18,395 pieces of fruit during last summer's holiday period.
To celebrate her success, Valerija was invited to Lincolnshire Co-op's Wygate Park Food Store in Spalding to see her artwork displayed in-store and receive a prize.
“I was so surprised and happy when I found out that I had won, and seeing my drawings in the shop is so amazing,” she said.
“I love to ride my bike or walk to the shop, and being able to pick up a piece of yummy fruit for free when you get there makes it even better.”
The winning design by Valerija Podberiozkina is featured across the free fruit cards used by children to redeem their daily fruit.Photo: Lincolnshire Co-op
Michelle Dart, retail media manager at Lincolnshire Co-op, said the initiative helps encourage healthy habits while giving families an easy activity during the holidays.
“This is a scheme we're really proud to offer; it means that kids have access to fresh fruit throughout the holidays, provides a fun, free and easy activity to do every day,” she said.
“We're honoured to be able to use Valerija's artwork to promote the scheme. We had lots of great entries, but we think she really captured the healthy habits we want to help promote; staying active and eating well!”
Lincolnshire Co-op members can register children aged under 13 to take part in the scheme by linking them to an adult membership account and opting in to postal communications. In addition to the free fruit initiative, members can also collect cashback and access offers and discounts at local attractions.