The latest iteration of Sainsbury’s ongoing ‘Active Kids’ campaign is a push to get children eating and cooking healthier meals through their schools with the help of the grocer’s voucher scheme.
The star of the show, schoolboy Gary, runs the gauntlet of a journey home from school, including a sudden downpour and glares from the school bully, shielding the hidden contents of a cardboard box all the way home.
Clearly Gary is a dab hand in the kitchen and has made a healthy and tasty looking quiche for his parents to tuck into. He has had help from Active Kids ambassador David Beckham, who is shown at Gary’s school preparing a few healthy snacks with the class.
The voice-over by the former England football star affirms the ad’s message that “Sainsbury’s Active Kids is about more than sports equipment; it includes cooking equipment too”.
The campaign also features Paralympian Ellie Simmonds and is part of a voucher programme initiated in 2005. The redemption rewards have been updated this year with 100 new cookery and nutrition toolkits.
Colin Birchall, director of retail marketing consultancy Kerching, says that, while the ad lacks a certain “subtlety and humour”, it is in keeping with Sainsbury’s consistent brand message.
He says: “The colour saturation is clever; grey insipid colours capture the essence of life in February for most British families.
“Sainsbury’s has been working hard over recent years to make family life better, with its various campaigns. This is emphasised by the warm, brighter colours in the advert once you enter the protection of the family home.”
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