Campaign: Will anyone cook in 2030?

Client: Sainsbury's
WPP company:
Added Value London

Today one in four UK adults is obese, and obesity levels could rise to over 50% by 2050. Leading UK retailer Sainsbury’s is committed to taking action to help reverse this trend, in line with its goal to be ‘Best for food and health’.

In 2010 Added Value UK was commissioned by Sainsbury’s to research attitudes among children and their families towards cooking and healthy eating. The research revealed significant issues that prevented children aged 5-16 from cooking and eating healthily with 37% claiming they seldom cooked with their parents.

The research supported the investment of a further £3 million by Sainsbury’s to enable schools to purchase essential cooking equipment and ingredients through their Active Kids Get Cooking campaign.

Will anyone cook in 2030?