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Jamie Oliver to appear in ad for Sainsbury's Active Kids Scheme

LONDON - Jamie Oliver is to appear in his first TV ad for the Active Kids campaign from Sainsbury's, alongside Dame Kelly Holmes.

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The nationwide campaign, created by AMV BBDO, breaks tonight (17 February) and features Holmes with hundreds of children as they race through the corridors and playing fields of a school in North London. Holmes also coaches the children to hurdle and throw javelins, while Oliver is seen showing them how to make a smoothie.

Holmes has been an ambassador for Active Kids since its launch in 2005. Oliver on the other hand, has traditionally appeared in food-based advertising.

Customers can collect Active Kids vouchers in-store and donate them to their local schools, nurseries, Scout and Guide groups, which then redeem them for a wide variety of sports and activity equipment and experiences.

For the first time, Sainsbury's has opened the scheme up to Clubmark-accredited sports clubs, which will also be able to collect vouchers. This gives the opportunity for a further 10,000 clubs to gain from the scheme.

More than 32,000 organisations have benefited from the Active Kids scheme so far, with in excess of £86m in sports equipment and activities donated. Sainsbury's is aiming to donate £100m worth of equipment to schools by 2011.


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