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British supermarket chain Asda has made fitness coach and influencer Joe Wicks the star of their new campaign dedicated to helping the country's primary schools.
Together with Parentkind, the trio launched "Asda's Cashpot for Schools," a countrywide initiative that invites consumers to use their Asda Rewards on their weekly shopping trips where 0.5% of their spending will be donated to primary schools.
The campaign aims to raise more than $8.2 million between September and November 30. In just 72 hours, over $1.1 million has been raised.
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Asda Chief Customer Officer David Hills speaks more on the idea behind the campaign, expounding on the funding needed by primary schools.
"We know that 87% of families are asked to contribute to their primary school to support funding — with some families contributing up to £138 per year, which is a significant sum when budgets remain tight," Hills shared.
The CCO also touts Asda Rewards as a direct route for people to donate to their school of choice, "simply by doing their normal shopping with Asda and benefiting from the great value we offer every day."
He concludes, saying not only is "Cashpot for Schools" a win for U.K.'s education system but also a win for Asda's loyal customers.
On the brand's partnership with Wicks, Hills believes the influencer to be a "perfect fit" for the campaign, expressing his excitement about the future of the initiative.
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Wicks, who has 4.7 million followers on Instagram alone, also shared his thoughts on the initiative, knowing firsthand how much of a difference "Cashpot for Schools" can make for kids across the country.
The fitness coach says he feels proud to take part in an exciting initiative and "to work with a partner that is as committed to supporting families" as he is.
A first in the industry, Asda' latest campaign makes known to consumers its dedication to uplifting children in the U.K. with quality schooling.
By encouraging customers to donate and make the most out of their reward points, Asda also highlights its brand values and what it stands for as a company.
For the Kids' Education
The 30-second spot takes inspiration from British children who dress up as Wicks for World Book Day over the years.
It kickstarts with the fitness guru himself walking down the halls of an Asda supermarket as he talks to the audience.
"I'm Joe Wicks, but no burpees today. I'm talking about Asda's 'Cashpot for Schools!'" he says before his phone is snatched by a kid dressed like him.
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The kids then take control of the advert, explaining the mechanics of the donation system as they do jumping jacks, squats, and curl broccoli heads in full Wicks gear.
They share that when you scan your rewards, you donate cash to primary schools — in turn, they can get access to books, tech, and "sports stuff."
Wicks concludes the spot by saying, "You scan, Asda donates."
Last March, Asda and agency Havas London launched an Easter campaign to bring joy to the season.
Editing by Katherine 'Makkie' Maclang
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