David Beckham is to be the face of Sainsbury's in a new marketing campaign aimed at getting kids more active.
The footballer will join the retailer in a 'long term partnership' as an ambassador to 'inspire children of all ages and abilities to lead healthier and more active lifestyles', working alongside existing Active Kids ambassador Ellie Simmonds.
He will also be Sainsbury's 'face' for its London 2012 Paralympic Games sponsorship.
David said he was 'impressed' with the initiative, and 'looking forward', to his new role: "I know the difference leading a healthier and more active life can make to kids and I have been really impressed with the long-term commitment that Sainsbury's has made. I am looking forward to working with Sainsbury's to help UK kids have fun, become even more active and introduce them to Paralympic Sports through the 1 Million Kids Challenge."
David's work with the supermarket will start with an in-cinema advert, which will launch on 25th November.
Chef Jamie Oliver will step down after 11 years as Sainsbury's frontman.
Do you think celeb/brand initiatives like this have any influence over kids?