Wax Communications is celebrating worldwide recognition for its long-running Sainsbury’s Active Kids campaign with its ninth award, winning silver at The MAA Globes last night, which recognises the very Best of the Best in Promotion Marketing Awards Programmes across the world.

Wax picked up silver in the ‘Best Effective Long Term Marketing Campaign’ category for Active Kids ‘2005-2007′.

The campaign, which was conceived, delivered and developed by Wax, has gone from strength to strength and met every measure of success including delivering £52m back to communities.

Rod Geoghegan, Wax Communications Business Development Director, says:

“We are absolutely thrilled that this trail-blazing campaign has received worldwide recognition. Sainsbury’s Active Kids has set the benchmark in CSR marketing and it has been a template for other CSR campaigns for other retailers.

Active Kids has become part of shopping culture and is proof that promotions can and do build brands.

Active Kids has proved itself in every way and has already won many awards, and we are delighted it is now winning plaudits on a global stage,” he adds.

Matt Tabb, Wax Managing Director adds:

“This is further proof of how Active Kids has affected people. It’s a winning campaign in every sense of the word and we are delighted that the MAA has recognised the way it has activated shoppers with its vibrancy, brilliant execution and a belief that we could make it work harder each year.

“It has grabbed the imagination of the organisations and individuals associated with it, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.”

Wax raised the bar on the highly successful four-year initiative again in 2008 with a range of exciting developments, including redeemable vouchers for tickets to live sports events and a new focus on citizenship in line with schools’ new curriculum focus.

The new style Active Kids 08 (AK08), which launched on 14 February, also went global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

150 MAA judges from 25 Countries, representing agencies, clients, academia, media and industry associations carried out the 2008 judging process between July and September.

ISP | 21.10.08

Wax Communications is celebrating worldwide recognition for its long-running Sainsbury’s Active Kids campaign with its ninth award, winning silver at The MAA Globes last night (October 20), which recognises the very Best of the Best in Promotion Marketing Awards Programmes across the world.

Wax picked up silver in the Best Effective Long Term Marketing Campaign category for Active Kids 2005-2007. The campaign, which was conceived, delivered and developed by Wax, has gone from strength to strength and met every measure of success including delivering £52m back to communities.

Rod Geoghegan, Wax Communications business development director, said:

“We are absolutely thrilled that this trail-blazing campaign has received worldwide recognition. Sainsbury’s Active Kids has set the benchmark in CSR marketing and it has been a template for other CSR campaigns for other retailers. Active Kids has become part of shopping culture and is proof that promotions can and do build brands.

“Active Kids has proved itself in every way and has already won many awards, and we are delighted it is now winning plaudits on a global stage.”

Matt Tabb, Wax managing director, said:

“This is further proof of how Active Kids has affected people. It’s a winning campaign in every sense of the word and we are delighted that the MAA has recognised the way it has activated shoppers with its vibrancy, brilliant execution and a belief that we could make it work harder each year.

“It has grabbed the imagination of the organisations and individuals associated with it, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.”

Wax raised the bar on the highly successful four-year initiative again in 2008 with a range of exciting developments, including redeemable vouchers for tickets to live sports events and a new focus on citizenship in line with schools’ new curriculum focus.

The new style Active Kids 08 (AK08), which launched on 14 February, also went global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

150 MAA judges from 25 Countries, representing agencies, clients, academia, media and industry associations carried out the 2008 judging process between July and September.

Wax Communications has delivered a hot new look for the latest extension of Sainsbury’s highly successful Active Kids scheme – Active Kids Get Cooking, aimed at encouraging pupils to eat healthily in all UK primary and secondary schools. Marketing 24.06.08

The award-winning brand promotions agency has designed and delivered two teacher’s packs, one for primary school kids and the other for secondary school kids, which work in tandem with a resource-filled website, and present useful and curriculum-friendly information from which teachers can plan healthy cooking lessons.

The bright, bold, modern, ‘lifestyle’ design for the pupil-focussed packs, developed by Wax, takes a dynamic ‘scrap-book approach’, with colourful cut-outs, ‘stuck in’ photography and ‘note pad recipes’.  The easy to use, young, fresh design achieves a balance between the  functionality of the collateral and aesthetics and succeeds in reflecting the school environment.

Wax has also re-designed the motivational ‘Get Cooking’ award certificates for pupils and a recruitment flyer to accompany the packs.

The re-brand aims to distinguish ‘Get Cooking’ as an educational resource by steering away from Sainsbury’s and Active Kids branding, while retaining the look and feel of the award-winning Active Kids 08 scheme.

A spokesperson for Sainsbury’s says:

“The guides provide a valuable and complete resource for educating children about healthy eating through great cooking activities that provide inspiration for lively lessons, and we wanted that delivered in a bright, fun and relevant way which the rebrand does. We’re delighted and we’re sure schools and kids will be too.”

The A4, 24 page guides will be available from the end of June to teachers who register at the website.

Wax’s work for Sainsbury’s Active Kids won industry recognition again last month, picking up an ISP Gold.

Wax Communications is taking Sainsbury’s highly successful Active Kids initiative to another level this year with a range of exciting developments including the opportunity to redeem vouchers for tickets to live sports events and a new focus on citizenship in line with schools’ new curriculum focus.

The new style Active Kids 08 (AK08), which launches on 14 February, also goes global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

Schools/Scouts and Guides groups can also donate vouchers to an Active Kids fund where schools participating in the Youth Sport Trust’s TOP Programmes can apply to the fund for a TOP Activity Pack.

Also new this year is the opportunity to attend PGL multi activity day camps and Active Kids has added 100s of new activity initiatives and items of cooking equipment to the range.

The Active Kids 08 (AK08) website has also been refreshed to offer a highly user-friendly experience and provide facilities such as a forum and easier ways to browse the online catalogue and create an order.

The new-look Welcome Packs, designed and created by Wax, will arrive at schools/groups at the end of January and for the first time include a 1 in 3 chance for those participating to instantly win a major prize.

These include:

• a visit from Olympic Gold medallist Dame Kelly Holmes, who will once again be involved with the scheme this year

• Active Kids make-over for nurseries worth 25,000 AK vouchers

• 3 adventure courses/camps (PGL) for schools

• 1 of 10 signed Guinness Premiership rugby shirts

• 1000s of 100 Active Kids vouchers

This year’s scheme aims to engage even more teenagers. With this in mind, Wax has produced a bespoke catalogue which features equipment and active experiences to appeal to this specific target.

Schools/Groups will be able to use vouchers for tickets to see their rugby, netball and basketball heroes in action or to ‘buy’ dance, fitness and martial arts training at their own venues from local coaches.

The live match tickets on offer are the result of new partnerships between Sainsbury’s and the Rugby Football Union, Premier Rugby and England Netball, England Basketball.

These augment Active Kids existing partnerships with a range of organisations including Youth Sport Trust, Girlguiding UK, The Scout Association, Mend (Mind, Exercise and Nutrition, Do it), PGL, The English Schools Athletic Association, The British Nutrition Association and The Design and Technology Association.

Rod Geoghegan of Wax Communications says:

“Active Kids is now in its fourth year and continues to go from strength to strength.

It has grabbed the imagination of everybody, from the organisations and individuals who make it happen, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.

In short it’s an all round success and, with this year’s refreshed look and feel and new redemption opportunities, the scheme promises to deliver even more.”

A spokesperson for Sainsbury’s says:

“Every year we’re amazed by the success of this scheme. In year one the public raised a fantastic £17m worth of equipment and experiences.

In year two, they took it to an incredible £34 million.And last year they smashed this, taking it to £52 million. Active Kids has really come of age: it’s bursting with ideas and inspiration for all ages, abilities and interests and we’re delighted with its amazing development.”

Wax’s Active Kids 08 campaign for Sainsbury’s scoops Gold and Silver at ISP awards

Wax Communications’ (a Media Square plc agency) ongoing Active Kids campaign for Sainsbury’s has won two gongs for this year’s treatment at the ISP awards.

Active Kids 08 (AK08) picked up Silver for ‘Best Long Term Brand Building Campaign’ and swept the category to win a Gold for  ‘Healthy Eating’ from the institute, which recognises the most successful, innovative and well executed sales promotion campaigns each year.

Rod Geoghegan, Wax Business Development Director, says:

“AK has proved a winning campaign in every sense of the word and we are delighted its creativity, its quality and the influence it has had on people have now won recognition from the ISP. We have kept AK vibrant with fresh new ideas, high production values and a belief that we can make it work harder each year.

The results have been phenomenal – it’s a promotion that has truly activated shoppers and their families by promoting healthier eating and exercise, while returning great brand and sales benefits to Sainsbury’s.

“It has grabbed the imagination of everybody, from the organisations and individuals associated with it, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.

In short it’s an all round success and winning two awards from the ISP is great testament to everybody involved with it.”

Wax has raised the bar on the highly successful four-year Active Kids initiative again this year with a range of exciting developments, including redeemable vouchers for tickets to live sports events and a new focus on citizenship in line with schools’ new curriculum  focus.

The new style Active Kids 08 (AK08), which launched on 14 February, also went global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

AK08 aimed to engage even more teenagers and with this in mind, WAX produced a bespoke catalogue which features equipment and active experiences to appeal to them.

Schools and groups will be able to use vouchers for tickets to see their rugby, netball and basketball heroes in action or to ‘buy’ dance, fitness and martial arts training at their own venues from local coaches.

The Active Kids website has also been refreshed to offer a highly user-friendly experience and provide facilities such as a forum and easier ways to browse the online catalogue and create an order.

A spokesperson for Sainsbury’s says:

“The awards are thoroughly deserved. Every year we’re amazed by the success of this scheme. In year one the public raised a fantastic £17m worth of equipment and experiences.

In year two, they took it to an incredible £34 million and last year they smashed this, taking it to £52 million. Active Kids has really come of age: it’s bursting with ideas and inspiration for all ages, abilities and interests and is a worthy winner of the institute’s recognition.”