Sainsbury's Active Kids Case Study

Run between the 28th January-5th May 2015 (Sainsbury's - Active Kids Terms and Conditions, 2015), Sainsbury's Active Kids is a voucher scheme run by the supermarket whereby they donate cooking and sports equipment to schools, nurseries, and other organizations in order to improve the health of children of all ages. Initially launched in 2005 to "inspire school children to do more physical activity" (Sainsbury's - Active Kids Parents and Community FAQs, 2015), Sainsbury's has since evolved their viewpoint, recognizing that "eating well is as important as moving well" (Sainsbury's - Active Kids Parents and Community FAQs, 2015). The scheme works by rewarding consumers with vouchers following a single shopping transaction, where the consumer should deposit them with an institution which is recognized as being part of the scheme. Following this, the institution is then able to redeem the coupons for equipment which can better children who might otherwise miss out on such opportunities. …show more content…
Whilst in 2015, the campaign saw £11 million worth of culinary and sports equipment and experiences donated to schools and organizations, bringing the total since 2005 to over £160 million (Sainsbury's - More about Active Kids, 2015). The marketing campaign which has been around for 10 years now relies on both knowledge of its existence through previous years, and also television

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