Sport / Experiential

Sainsbury’s Active Kids: David Beckham


Sainsbury’s challenged us to help them to inspire children of all abilities to be more active while driving collection of Active Kids vouchers. We created the Sainsbury’s Active Kids Challenge.


Working with experts in child nutrition, exercise and inclusion, we devised a six-week competition for schools, sports clubs and scout groups. We created a programme of inclusive challenges for two age groups – 5-11 years and 11-16 years – which were centred around Food, Games, Skills and David Beckham’s 1 Minute Challenge.

We developed a brand identity for the competition and delivered a collection of printed and digital multi-media materials to support the Challenge.

Organisations that completed all six weeks of the Challenge and submitted their results were rewarded with 200 bonus Active Kids vouchers and the opportunity to win places to attend the Active Kids Challenge Live! event.

The Active Kids Challenge Live! event brought children from the winning organisations across the UK together to celebrate health and fitness through a series of fun, live activities with Sainsbury’s ambassadors David Beckham and Ellie Simmonds.


49,500 Sainsbury’s Active Kids Challenge Competition Packs distributed to Sainsbury’s Active Kids registered organisations across the UK

41,000 Children took part in the Sainsbury’s Active Kids Challenge

170 Children and 79 chaperones from England, Scotland, Northern Ireland and Wales attended the event