M&C Secures Sainsbury’s Active Kids Account

Sainsbury’s has appointed M&C Saatchi Sport & Entertainment to help support its Active Kids campaign, after the 2012 Sport Agency of the Year won a competitive pitch to create an initiative to help challenge and inspire children of all ages and abilities to get more active and eat healthier.  

The work will support the supermarket’s Active Kids campaign, which goes live next February for its eight consecutive year.  

The agency, who will report into Jat Sahota, Sainsbury’s head of sponsorship, was named Sport Agency of the Year at the Sport Industry Awards 2012.

Mr Sahota commented: ‘We are delighted to be working with M&C Saatchi Sport & Entertainment. Active Kids has been one of our most successful campaigns and, whilst it continues to grow, it’s great to bring in some fresh thinking.  Their approach and creative was a perfect fit for us and for the Active Kids campaign, so we’re excited about rolling it out early next year.’ 

Managing Director, Jamie Wynne-Morgan, who will lead the account, added: ‘Sainsbury’s are the number one brand when it comes to promoting and encouraging a healthy and active lifestyle amongst young people.  Their Active Kids campaign has become an annual landmark for millions of people and we’re very excited to be a part of it.’