Asda aims to bring pupils to its stores

Asda is launching a major schools initiative to teach children about food, health and the environment. The Kids Checkout Challenge, which starts next week, will be the retailer’s flagship community programme.

The retailer is inviting 700 primary schools to visit one of its 350 stores or depots to take part in activities and quizzes on Packaging and the Environment, Healthy Eating or People at Work.

In creating the initiative Asda becomes the first supermarket to work with specialist schools marketing agency The National Schools Partnership. Its chief executive Mark Fawcett says: "Our role involved taking Asda’s brand objectives and matching them to what our communities care about – their children. Effective cause-related marketing can achieve social and brand objectives together."

The retailer sends out activities to be completed before and after the store visit. Fawcett says the strategy engages parents, as well as children, with activities, such as keeping a food diary.

Lisa Burnett, head of Asda in the Community, says: "We recognise that what’s important to our customers is more than just low prices."

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