Dear Tesco. (I imagine you read this blog.) I recently enjoyed this sign in one of your excellent shops, but I just wondered if you could explain to me what these twelve words actually mean? When you say 'Our Fruit and Veg Pledge', it's very stirring, but it does rather raise the expectation that you're about to make some sort of, well, pledge, perhaps relating to your fruit and veg. Something about the freshness, maybe, or the extent to which they're locally sourced, or, if you like, a pledge only to sell fruit and veg that if hollowed out could house an average sized muskrat, but something. Instead, you have 'Helping you get your 5 a day'. How? What are you pledging to do to help me get that? Give me my first five pieces of fruit free? Refuse to sell me cakes and ale unless I also buy fruit and veg? No. What you mean by 'Helping you get your 5 a day' is 'Prepared to sell you fruit and veg'. Which I sort of suspected, Tesco, because you are a grocery.
So, can I suggest you don't really need 'Helping you get your 5 a day' on that sign, and you certainly don't need 'Our' or 'pledge'. All you really need is 'Fruit & Veg'. And even then, since the sign is above an enormous display of fruit and veg, we could perhaps take the signified for the signifier, and drop those words as well. Which just leaves us with the four wispy dancing stick people. You should definitely keep them. They're beautiful.