Big tick winner

Sainsbury's - Active Kids

Cause Related Marketing Award 2007, in association with the Office of the Third Sector within the Cabinet Office

It doesn’t cost the nursery anything, and the staff enjoy it because they’re all involved, our vouchers went towards, much needed playground markings.

Emma BarrowNursery Manager at Playdor Nursery School, Lancashire

Striving to be number one supermarket for food and health is core to Sainsbury’s road to recovery. Active kids is a fundamental pillar of this recovery and has ensured playgrounds across the country have healthier, more active kids.

Processes

Sainsbury’s is a nationwide food retailer with 758 stores, in both the main and convenience food shopping market. The business currently employs 153,000 colleagues across the country. Active Kids was created as a fundamental pillar of Sainsbury’s recovery plan, to drive sales growth, transactions and attract new customers. It supports Sainsbury’s ambition to be best for food and health.

Health issues have never been so high profile and never have they affected the fortunes of British business so much. The Active Kids scheme was developed to offer schools the opportunity to claim Active Kids equipment, coaching and kit, designed to help schools and teachers inspire school children to enjoy being more active. At the same time this established Sainsbury's as the number one supermarket for health, a source of significant competitive advantage in the market

In its third year, Active Kids is a customer-focused campaign which will run for at least 5 years, to promote and build the core business linking stores to local communities, involving customers, their children and families, and including all of Sainsbury’s stores.

The overall customer aim is to address the major issue of child obesity and declining exercise amongst children by investing in enjoyable activities, experiences, and equipment. It uses innovation in tying together the focus on energy in/energy out, as factors that affect childhood obesity.

Impact

  • 85% of all UK schools registered. Placing (an amazing), 31,000 equipment orders
  • 56% of primary school teachers and 34% of secondary school teachers report that kids have become more positive about physical activity.
  • 51% of primary school teachers have increased the number of break and lunchtime activities
  • Based on the premise that the value of the average primary school budget for PE equipment is around £200, the average order that a school received last year from Active Kids was in excess of £750 – 3 and a half times greater.

See also

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