pokemon go

The delay of the government’s childhood obesity strategy has been called a ‘disaster’. Campaign groups are up in arms as Britain’s obesity epidemic shows no sign of slowing.

But, if the past week has proved anything, it’s that Britain’s pint-sized couch potatoes don’t need government strategies to get moving. A simple little app called Pokémon Go, which as of today has officially been unleashed on the UK market, has taken care of that.

Using GPS location data, the game allows users to explore their surroundings to capture Pokémon, evolve them and battle against others at ‘gyms’ found in real life spots. Already it has been downloaded en masse by kids and grown-ups alike who are scouring Britain’s streets in search of Pikachus, Squirtles and Snorlaxes. 

In the US, where it’s been available for a week, users joke it’s done more for American health in that time than Michelle Obama’s Get Moving scheme did in eight years. Activity tracker company Jawbone has even noted a significant uplift in its users’ steps since the launch.

I am one such user. I’ve racked up an extra 12km over this couple of days in search of my prized Psyduck and Rhyhorn, hunting them by the seaside, in The Grocer office and even in the aisles of my local Waitrose and M&S.

Not only is this outstanding app good for the nation’s health, it offers retailers and brands alike a fun opportunity to interact with customers – albeit the ones wandering around stores staring at their phones and occasionally fist pumping in celebration (obviously I have never done that).

Morrisons has already jumped on the bandwagon by tweeting a picture of a Weedle, one of the more common species, hiding among its chilled aisles and urging customers to share their other in-store Pokémon discoveries. Cheerios, meanwhile, shared a photo of a Bulbasaur popping up in bowl of its cereal. Expect more fmcg brands to follow suit.

Now excuse me, there’s a Spearow in my kitchen… After all, you’ve ‘gotta catch em all’ to become a Pokémon master.

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