LONDON, 2015-1-27 — /EPR Retail News/ — Dennis the Menace and the Bash Street Kids are swapping chaos and cheekiness for healthy cooking and active lifestyles, thanks to a groundbreaking partnership with leading supermarket, Sainsbury’s.
Sainsbury’s has joined forces with Britain’s longest running comic to launch the 2015 Active Kids campaign which helps children lead healthier, more active lifestyles by donating much needed equipment and experiences to schools, clubs and groups. Since launching in 2005, over £150 million worth of cookery and sporting equipment has been given to over 50,000 organisations.
In issue 3,769 of The Beano out on Wednesday 28 January, Dennis and the gang realise that the reason they keep losing sporting challenges against their oldest rivals, the ‘Posh Street’ pupils, is the rubbish food they are buying from a dodgy snack van lurking outside the school. In a bid to change their fortunes and get fit for their looming sports day, Dennis and the gang run around Beanotown gathering Sainsbury’s Active Kids vouchers. Once collected, they exchange them for cooking and sporting equipment which helps them prepare and overcome Rupert Brightly-Smugg and his posh friends.
Tara Hewitt, Head of Active Kids, said: “We are delighted to be partnering with iconic comic The Beano. Active Kids is all about giving kids the knowledge, understanding and equipment to enjoy an active lifestyle and a balanced diet. The Bash Street Kids, with their cheeky attitude and mischievous behaviour, are the perfect companions to show kids the benefits of what can be achieved by collecting vouchers, eating healthily and being active, now and in the future.”
Mike Stirling, editor-in-chief of The Beano, said: “Dennis and the gang are joining the thousands of children up and down the country in learning about eating well and being active. With all of the extra energy they will have, I am in no doubt that they will cause even more havoc and set up even more pranks on unsuspecting grown-ups and the Posh Street Kids!”
This year, Sainsbury’s Active Kids scheme is bigger than ever with a wide range of activity and cooking equipment, plus coaching and experiences on offer for children of all ages and abilities. Vouchers are available from Wednesday 28 January until Tuesday 5 May 2015, from all Sainsbury’s stores and online via www.sainsburys.co.uk.
Notes to editors
The Beano is the quintessential British children’s comic, first published by DC Thomson in July 1938 and still printed weekly. It reaches hundreds of thousands* of children every week. The Beano is best known for its famed characters such as Dennis the Menace, Gnasher, The Bash Street Kids and Minnie the Minx. The spin-off BAFTA nominated animation series, Dennis and Gnasher is exported around the world and is one of the highest rated shows on CBBC.
*TGI Youth Spring 2014, The Beano readership, 528,000.