Campaign Media Awards 2007: Best Retail and Home Shopping Campaign

Title: Sainsbury's Active Kids 2007
Media agency: PHD
Media directors: Glyn Williams, Stephanie Percival
Media planner: Ivan Lazarov
Creative agencies: PHD Drum, The Mail on Sunday Solutions
Creative director: John Morgan
Account planners: Dan Levitt, Ivan Lazarov
Client: Sainsbury's
Brand: Active Kids
Marketing director: Anna Shirley
Media brand managers: Jessica Merz, Robert Crumbie, Anna Shirley

Sainsbury's Active Kids campaign has been a big success, but the challenge was to increase take-up and to make it feel like more than just a school voucher scheme. In partnership with The Mail on Sunday, PHD devised the idea of a series of practical advice advertorials to run in You magazine. This was followed up with wall charts with tasks for kids and stickers for when they were completed. A Sainsbury's microsite was created offering a prize of an activity weekend for an entire class at school. Research showed that registration and voucher collection all increased, and that more people saw Sainsbury's as a company that cares about making a difference to the local community.