Sainsbury’s partners with The Beano for next phase of Active Kids campaign
Sainsbury’s has forged a partnership with The Beano that will see its Active Kids vouchers scheme written into comic stories.
The campaign aims to help children lead healthier lifestyles. Kids can swap vouchers, offered when shopping at the supermarket, for sporting and cooking equipment as well as experiences for their schools, clubs and groups.
In issue 3769, out 28 January, The Beano will feature a storyline that sees Dennis the Menace realise that the reason he and his friends keep losing sporting challenges against their rivals, the ‘Posh Street’ pupils, is because of the food they eat from a snack van.
To ready themselves for sports day, Dennis and his gang run around Beanotown gathering Sainsbury’s Active Kids vouchers to exchange them for cooking and sporting equipment.
Tara Hewitt, head of Active Kids, said this latest push “is the perfect way to show kids the benefits of what can be achieved by collecting vouchers, eating healthily and being active, now and in the future.”
Last year, Liverpool FC striker Daniel Sturridge replaced David Beckham as ambassador of the programme.