Top-selling squash brand Robinsons has launched a £1.5m Big Fruit Hunt campaign centred around an augmented reality game. The activation will inspire families to get active together this summer and ensure the Robinsons brand continues to be front of mind for shoppers across a key season for soft drinks.
Running from 1st June until 2nd September across Robinsons squash promotional packs, a QR Code will feature on-pack, which shoppers can scan and be taken to an interactive map. People can then travel to green spaces in their local area to find virtual fruit using their phones. Every piece of fruit they discover helps to fill a virtual water bottle, which enables them to collect one of over 90,000 prizes, including Robinsons water bottles and outdoor activity kits. The campaign will include in-store, OOH, POS, digital and social activations.
Ben Parker, GB retail commercial director at Britvic, says: “This summer, we want to bring families together and get outdoors by taking part in the ‘Big Fruit Hunt’. Robinsons remains the number one squash brand in convenience with nearly 50% share of the category [IRI]. With Robinsons Ready to Drink as the official soft drinks partner for The Hundred cricket tournament and the launch of the ‘Big Fruit Hunt’, we’re making sure that there is something for everyone this summer and drive further sales for retailers.”
To amplify the campaign even further, Robinsons will be partnering with Heart Radio. Heart Breakfast with Jamie Theakston and Zoe Hardman will be running a one-week on-air promotion – the live ‘Big Fruit Hunt’ rooftop game and online competition, along with sponsored ads on weekend mornings during the summer. In addition, each month, Heart Radio listeners will be challenged to find hidden fruit on its social channels and website, with the chance of winning a family day out, plus Robinsons squash supplies.