Squash brand Robinsons is continuing with its biggest summer activity to date with the launch of its "Big Fruit Hunt". The £1.5million campaign centres around a digital Augmented reality (AR) fruit hunt, created to encourage families to flavour their water bottles with Robinsons, whenever, wherever. 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 1 June until 2 September across Robinsons squash promotional packs, a QR Code will feature on-pack, where shoppers can scan and be taken to an interactive map to find virtual fruit to fill a water bottle and collect prizes. The unmissable campaign will include in-store, OOH, POS, digital and social activations.
“This summer, we want to bring families together and get outdoors by taking part in the ‘Big Fruit Hunt’," said Ben Parker, GB Retail Commercial Director at Britvic. "Robinsons remains the number-one squash brand in convenience with nearly 50 per cent share of the category. 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.
Robinsons core range is available across the grocery and convenience channels. Over 90,000 prizes will be up for grabs in the "Big Fruit Hunt" game, including bespoke Robinsons water bottles and outdoor activity kits.
