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CHEWITS PLEDGES SECOND YEAR OF SPONSORSHIP FOLLOWING SURGE IN KIDS ADOPTING ACTIVE LIFESTYLE
Much loved kids confectionery brand, Chewits, has committed to support its active lifestyle program for a second year, after an increase in children enrolling on the school holiday sports courses; attendance was up over 10% on 2008.
Over 130,000 children joined in the sports courses across the year. Managed by leading children’s sports coaching organisation, Premier Sport, the Chewits courses ran daily during each school holiday in 2009.
An extra 700 coaching days were added to cope with the rise in demand, which was fuelled by a year long campaign across national and local media. Promotions were run in conjunction with the Daily Express, Daily Mail, Daily Mirror and The Sun, as well as online.
The Chewits Sports Courses provide an inclusive range of activities, designed to offer something to suit every child’s taste.
In 2009, the top five most popular courses for children were:
Independent research demonstrated that among the target audience over 60 per cent of the public agreed with the following statement: “I understand Chewits are encouraging youngsters to follow an active lifestyle.’
In addition to being the main sponsor in the promotion, Chewits’ brand was present through over 1.1million items of promotional material, including T-shirts, tracksuits, posters and stickers.
The campaign also utilised celebrity ambassadors including, Paul Sculthorpe, the Great Britain Rugby League Captain, former England Rugby Union captain and World Cup winner Lawrence Dallaglio and swimming legend Duncan Goodhew.
Stuart Lane, Commercial Director for Leaf UK says, “We’re delighted with the response we’ve received from parents and children in 2009, the attendance figures completely exceeded our expectations. Our challenge was always to use the power of the Chewits brand to reach out to children with an active lifestyle message and, based on our end of year figures, this is proving to be a successful approach. This year, we want to increase the reach and availability of our courses even further, to engage children from different backgrounds in more urban areas. We’ll also harness the power of sporting role models to encourage even more youngsters to join in.”
Premier Sport Chief Executive David Batch said ‘Chewits sports courses have brought more opportunity to more children in more communities. Feedback from parents is extremely appreciative which underlines the great service being provided’
© Cricket World 2010
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