David Beckham is urging kids to get active in a new multimillion-pound marketing push to support this month's launch of the Young's GO3 frozen seafood range.
Beckham will front the Young's GO3 Superheroes Challenge, a Facebook campaign that will run throughout the World Cup and kick off on June 10.
The push will see Beckham encouraging parents to upload examples of their children's active or sporting achievements to a Facebook app.
Friends and family members can then vote for the child's healthy endeavours and the young 'superhero' with the most online votes will win a one-on-one meet-and-greet with Beckham.
Young's will raise publicity of the campaign through a media partnership with the Mirror and The People, including an eight-page supplement containing hints and tips from Beckham on how to keep active and healthy this summer, as well as Young's advertorials and print advertising in consumer and trade titles.
"This summer I'm helping to promote healthy living with my GO3 Omega-3," said Beckham. "I'm kicking off the launch with a search to find Britain's little active superheroes. Being a Young's GO3 superhero is all about taking small steps to become more active and achieving something you and your kids are proud of."
The five Young's frozen fish products containing Beckham's GO3 omega-3 are available now but are at present limited-edition, said Young's.
However, the frozen company said it would review the range "in a few months' time".
Young’s signs up Beckham in GO3 partnership deal (15 May 2010)
Young’s fishy meals are now in the bag (24 April 2010)
David Beckham to stand by calamity-hit GO3 (17 October 2009)