Eat more fruit before the fruit eats you

While generally I applaud Tesco's decision to provide free fruit in-store for kids, I am unnerved by this giant fruit golem they have created to promote it:

He's obviously meant to be a big, friendly pile of fruit, brought to life by a desire to help kids snack healthier. I wonder what kids think about it. I find it uncanny enough as an adult.

Next to the giant cardboard golem you can see another part of the campaign, cute little plushies of fruit and veg. (I almost bought a mushroom.) They are both adorable and affordable, and seem a bit out of kilter with the animated fruit harvest next to them.

Like many examples I find of odd products and strange marketing, I would love to have been in the concept meeting and heard the discussions about this one.