Sainsbury’s has partnered with legendary comic The Beano in a new campaign to encourage children to be more active by swapping vouchers for sporting equipment.
In the current issue of The Beano, out yesterday (Wednesday 28 January), Dennis and the gang realise they keep losing sporting challenges against their oldest rivals, the ‘Posh Street’ pupils, because of the rubbish food they are buying from a snack van outside the school.
In a bid to get fit for sports day, Dennis and his friends collect Sainsbury’s Active Kids vouchers and exchange them for cooking and sporting equipment.
The scenario is also being acted out in the real world as vouchers are now available from all Sainsbury’s stores and online until Tuesday 5 May 2015, as part of the 2015 Active Kids campaign. One voucher is given for every £10 spent in larger supermarkets and online, while the same is given for every £5 spent in Sainsbury’s Local stores.
They can be swapped for a variety of sports equipment and activities from groups including nurseries, schools, Scouts, Girl Guides, and Clubmark-accredited sports clubs.
The campaign will donate the equipment and experiences to schools, clubs and groups, as it has done in previous years.
Since launching in 2005, over £150 million worth of cookery and sporting equipment has been given to over 50,000 organisations.
Tara Hewitt, head of Active Kids, said: 'The Bash Street Kids, with their cheeky attitude and mischievous behaviour, are the perfect companions to show kids the benefits of what can be achieved by collecting vouchers, eating healthily and being active, now and in the future.”
Mike Stirling, editor-in-chief of The Beano, said: “Dennis and the gang are joining the thousands of children up and down the country in learning about eating well and being active. With all of the extra energy they will have, I am in no doubt that they will cause even more havoc and set up even more pranks on unsuspecting grown-ups and the Posh Street Kids.”
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