Sainsbury’s bags Beckham to take over from Oliver

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David Beckham is the new face of Sainsbury’s. The footballing superstar will front its Active Kids campaign and Paralympic Games sponsorship.

The supermarket said it wanted Beckham to inspire children of all ages and abilities to lead healthier and more active lifestyles.

As well as fronting the Active Kids campaign, which has donated equipment worth £115m to sports clubs, the former England skipper and Manchester United icon will be Sainsbury’s ambassador for its London 2012 Paralympics sponsorship and 1 Million Kids Challenge.

“I know the difference leading a healthier and more active life can make to kids and I have been really impressed with the long-term commitment Sainsbury’s has made,” Beckham said.

“I am looking forward to working with Sainsbury’s to help UK kids have fun, become even more active and introduce them to Paralympics sports through the 1 Million Kids Challenge.”

Beckham will front a marketing campaign for the retailer, which will launch in cinemas on 25 November.

“As a world-class athlete and father of four, David is the ideal ambassador to support our commitment to encourage children to get active and live healthier lifestyles for less money,” added Sainsbury’s chief executive Justin King (left).

The news comes after Sainsbury’s recently announced the end of its long-running partnership with TV chef Jamie Oliver, whose last appearance in ads for the supermarket will be over Christmas.

Read more
Here’s to extraordinary: Sainsbury’s toasts Paralympic stars (27 October 2011)
Marketing director hired by Sainsbury’s (13 August 2011)
End of an era for Sainsbury’s after Jamie Oliver twist (12 July 2011)

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