The footballer will front the ’Young’s GO3 Superheroes Challenge’, a Facebook campaign which will see Beckham further promote healthy lifestyles by encouraging children to transform their own lives by taking small steps to become more active and healthy.
The campaign – created by Young’s word of mouth agency, Finn Communications – will encourage parents to upload their children’s active merits to a specially designed Facebook application where friends and family group members can vote for their healthy endeavours.
The young superhero with the most number of online votes will win a one-on-one meet and greet with the footballer. The page will also host exclusive video content and pictures from Beckham as well as recipes and information about the benefits of eating Omega-3.
The Superheroes campaign will be supported through a media partnership with the Daily Mirror, including an eight-page supplement to run in conjunction with the start of the World Cup, sponsorship of the Your Life section throughout the sporting event and exclusive content on mirror.co.uk. A heavy weight PR campaign will also drive communication of the campaign.
Further in-store support for the new range will include fully branded gondola end support, POS, outdoor posters and mini freezers as well as £1 promotional packs during the World Cup.
Beckham says: “This summer I’m helping to promote healthy living with my GO3 Omega-3. It’s given an extra Omega 3 health boost to a range of Young’s products and 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.”
Mark Escolme, managing director at Young’s, adds: “Our Superheroes campaign is the perfect mechanic for communicating everything that the new Young’s GO3 range stands for. Not only does it encourage families to get out and about this summer and get active but it also helps to demonstrate the importance of healthy living as well as spending, and enjoying, quality time together.
“The level of investment we have dedicated to in-store support further reiterates our commitment to this new range as well as our firm belief that it will be a huge success.”