Asda has recruited Leeds-based digital agency MadeByPi to develop a health and nutrition education website aimed at school children.
Featuring the animated family 'The Binks' the website is still under development, but has been officially launched by Ed Balls, secretary of state for children, schools and families, with approval from the Food Standards Agency.
Aimed at 5- to 14-year-olds, and in line with the national curriculum, the site has content from nutritionists and teachers, using animations and interactive games to teach children about health and nutrition.
The first two of four planned sections,' Food Safety and Hygiene' and 'Diet and Health' have gone live. The website will continue to be developed with two additional areas being created -- 'Food Preparation' and 'Farm to Fork'.
Natalie Cunningham, brand manager for Asda, said: "Through regular communication with teachers and parents it became obvious that there was a lack of topical, relevant and trustworthy health information out there.
"We have created a completely free, one-stop-shop for adults and kids, supporting the national curriculum, while raising the profile of health."
'The Binks' characters were developed by MadeByPi and the site was successfully tested by a school in Huddersfield, generating positive feedback.
Chris Hemingway, creative director, MadeByPi, said: "Our strong flash credentials and deep understanding of the kids market has put us in good stead to help Asda to achieve its objectives.
"We have found the production of the site very rewarding, since it motivates, teaches and inspires kids to get healthy, while enjoying themselves."
MadeByPi, formally known as Pilot Interactive, is part of the Principles Communications Group and was named number 49 in the top 80 digital agencies ranked by Marketing magazine in 2007.
The firm recently developed a website for Hallmark, and has served other clients including BBC, Disney Channel, First Direct and Nestle.
It has also been nominated for three digital design awards, the Dadi's, which will be hosted by Drum magazine in Leeds in October.
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