Sainsbury’s launches 10th Active Kids scheme backed by David Beckham
Sainsbury’s has brought back ambassadors David Beckham and Ellie Simmonds to help promote its 10th annual Active Kids campaign, which has cost millions of pounds to relaunch in 2014.
The campaign kicks off tonight (29 January) with the airing of a 40 second TV ad on ITV, which shows Beckham and Simmonds cooking alongside school children.
Since its launch in 2005, Active Kids has donated over £136m worth of equipment and experiences to nurseries, schools and Scout and Guide groups. In 2013, Sainsbury’s invested over £13m in the scheme.
Justin King, Sainsbury’s CEO, said: “The benefits Active Kids brings to tens of thousands of schools and clubs makes us very proud. With the support of David Beckham and Ellie Simmonds, we know that in 2014 we can play a key part in helping young children understand cooking and healthy eating from a young age, as well as continuing to support local communities.”
The scheme coincides with changes to the National Curriculum, which from September will see all pupils between the ages of five and 14 taught cookery in school, and has been extended to include new cookery and toolkits. Active Kids will continue to invest in sports equipment.
The announcement comes days after Tesco launched a nationwide food education scheme aimed at improving primary school children’s understanding of how to eat healthily.
Earlier today (29 January) Sainsbury's broke the news that CEO Justin King will step down from his role in July 2014 after 10 years at the helm of the company, with group commercial director Mike Coupe to take up the role.