Sport / Experiential

Sainsbury’s Race to Rio


Following London 2012, Sainsbury’s wanted to keep up the momentum in promoting a lasting legacy in support of Paralympic sport. We created Sainsbury’s Race to Rio, inspiring kids across the UK to get behind Paralympics GB ahead of Rio 2016.


We created Sainsbury’s Race to Rio, an initiative encouraging people to pledge to complete a mile until all the 5,750 miles between London and the host city for the 2016 Olympic and Paralympic Games, Rio de Janeiro, had been completed.

Every pledge made by the public to complete a mile raised funds for the British Paralympic Association with Sainsbury’s donating £10 for each one as part of its commitment to support the British Paralympic Association all the way to Rio 2016.

We engaged London 2012 Paralympic heroes Jonnie Peacock and David Weir to announce the Race to Rio initiative with a media event and supporting film which we created.

As an extra incentive, the first 200 kids to pledge won a ‘once in a lifetime’ opportunity to attend an event held at the Olympic Stadium on the morning of the Sainsbury’s Anniversary Games – warming up the track for the likes of Usain Bolt & Mo Farah who were competing later that day.


65,000 views of the Race to Rio launch video on YouTube

140 Million people reached through social media

National broadcast, print and online coverage in key target media including ITV, BBC London, Daily Telegraph and The Sun