Sainsbury’s Active Kids Get Cooking
Late last year Sainsbury’s launched Active Kids Get Cooking in conjunction with the British Nutrition Foundation and the Design and Technology Association. The programme is another sales promotion that builds on the success of Sainsbury’s Active Kids sports sales promotion, launched in 2005. Cooking Awards for primary and secondary schools were the first element of the programme with a new set, Cooking Challenge, launched in 2007.
The DfES and School Food Trust don’t endorse or directly support Active Kids Get Cooking, rather the scheme is ‘welcomed’. Ultimately, this is a sales promotion with a CSR overlay. If it wasn’t, the DfES and other NDPBs like the School Food Trust could be more directly involved under the Cabinet Office’s Guidance to Departments on Sponsorship of Government Activities and the Best Practice Principles for Commercial Activities in Schools developed by the National Consumer Council and updated by The Consumers’ Association, ISBA and DfES.
Both of these documents need updating. When we spoke with the COI, who seem to have taken over the remit for developing the rules for sponsorship of government programmes, they said that the rules are being ‘reviewed’ and a new set ‘will be published sometime’. Very helpful!