Robinsons Fruit Shoot, the UK’s no. 1 no added sugar soft drink brand for children (Kantar World Panel, 52 w/e 27.03.16), has launched a new campaign entitled ”It’s My Thing”, celebrating children doing what they’re passionate about and inspiring parents to support kids in finding their ‘thing’.
The creative is borne from new insight amongst the target audience of ‘pragmatic parents’ which revealed that pressures from society are limiting children’s ability to express themselves and preventing them from finding the thing they really love.
The fully integrated campaign launched on 4 March with a 40-second commercial aired during Ant & Dec’s Saturday Night Takeaway. A PR and influencer programme with child health expert, Dr. Ranj Singh, and television presenter and mum-of-two, Cherry Healey, aims to further engage media and parents throughout the campaign, which will continue into the summer.
The campaign will also be brought to life in the grocery and convenience channels through bespoke POS to raise shopper awareness in store and drive purchase.
Kirsty Hunter, brand marketing director at Britvic, said: “Through our research, we know parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them. As the UK’s leading No Added Sugar soft drink brand for children (Kantar World Panel, 52 w/e 27.03.16), we felt we had to respond to that and we’re excited to see how this new campaign is received.
“With real fruit, no sugar and its handy on-the-go format, Fruit Shoot keeps children refreshed while ‘doing their thing’ – and that’s what our latest campaign celebrates. Operators should stock up on both the core range and Fruit Shoot Hydro to make the most of the increased visibility and extra sales driven by this high-impact new campaign.”
The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts and the chance to win daily prizes to help children discover and indulge their passions.