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Robinsons goes bigger than ever with The Hundred partnership to drive summer sales

Robinsons goes bigger than ever with The Hundred partnership to drive summer sales
Andy Marino
By Andy MarinoJun 18, 2024
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Robinsons is kicking off its third year as The Hundred’s Official Soft Drinks Partner with a campaign set to see both shoppers and retailers score big this summer. Launching a new on-pack promotion, Point-Of-Sale (POS) free trial kits and an exclusive retailer competition, the brand is helping to drive sales ahead of and during the popular cricket tournament.

The Hundred was a huge success last year, with 580,000 tickets sold, which was a record figure for the tournament . This presents a significant opportunity for retailers to maximise soft drink sales around this year’s tournament with Robinsons’ 2024 campaign. New for this year and set to drive even more awareness among shoppers, the on-pack promotion is rolling out across both Robinsons’ Ready To Drink and core ranges. Over 100 lucky consumers will be in with the chance of winning a pair of tickets to The Hundred cricket competition, which will be released weekly via a QR code on-pack.

After a very successful on-pack promotion last year, which saw 18,242 entries, Robinsons will be further supporting retailers in leveraging this opportunity through providing disruptive free trial POS kits and social media assets – available through Britvic’s At Your Convenience platform. What’s more, five retailers will be in with the chance of winning a signed cricket bat and a free case of Robinsons Ready To Drink Raspberry and Apple 500ml when submitting a picture of their POS activated in store.

“Robinsons is proud to be in our third year as The Hundred’s Official Soft Drinks Partner, a collaboration that allows us to continue supporting retailers in increasing basket spend throughout the summer sporting months," said Ben Parker, Britvic’s GB Retail Commercial Director. "This summer is set to be huge for cricket and as the UK’s number-one squash brand, Robinsons is well placed to help retailers maximise the category, which is the 4th largest within convenience.

Robinsons Ready To Drink is currently worth £15.8m in the convenience channel , with on-the-go formats increasing in importance to the channel. As a result, our latest on-pack promotion is set to help convenience retailers tap into both of these missions during The Hundred Cricket tournament, with our At Your Convenience activity ensuring they can maximise this opportunity with disruptive activations, whilst being in with the chance to win some exciting prizes for themselves.”

Robinsons’ on pack promotion is running now until 13th August, with retailers able to order their free trial POS kit on atyourconvenience.com. For a chance to win an additional free case of Robinsons Raspberry and Apple 500ml Ready To Drink and a signed cricket bat, retailers must submit a photo of POS displayed in their outlet by 13 August to yourpos@britvic.com. Terms and conditions apply.*

*Short Terms and Conditions:

On pack promotion:
GB, 18+ only. Open 00:00 06.05.24 – 23:59 13.08.24. Purchase necessary. Internet access required. 112 prizes available (108 x 1 pair of group game tickets & 4 x 1 pair of final tickets for games between 23.07.24 – 18.08.24). Prizes allocated through weekly draws. 12 pairs of tickets available each week from week 1 – 5, 9 pairs of tickets available each week from week 6 – 9, 4 pairs of tickets available each week from week 10 – 12, 2 pairs of finals tickets available in both weeks 13 & 14. Max 1 entry per person, per week, max 10 entries in total. Max 1 prize per person. Purchase promotional product then scan QR or visit website and enter details. Retain receipt. Claim prize in 48 hours. Exclusions apply. Full T&Cs, prize details & entry: www.robinsonssquash.co.uk/thehundred

POS kit and free case:
Retailers can order their free trial POS kit on atyourconvenience.com. Includes 1 POS kit and 1 Free case of Robinsons Raspberry and Apple 500ml RTD (x12). x500 kits available. X1 Kit per outlet. To be claimed on a first come first served basis. GB, 18 only. 00:01 01/06/24 – 23:59 13/08/24, NPN. Registration and Internet Access Required.

Signed cricket bat:
For a chance to win an additional free case of Robinsons Raspberry and Apple 500ml RTD (x12) and x1 signed cricket bat, retailers must submit a photo(s) of POS displayed in their outlet by 13.08.2024 to yourpos@britvic.com. 5 prizes in total. Entries will be judged against the following criteria: the most impactful, eye catching and memorable. Draw date: 19.08.2024. At your convenience account & a valid email address are required. Visit atyourconvenience.com for full terms and details. Promoter: Britvic Soft Drinks.

SKUs available/case sizes:

Robinsons Ready To Drink
• Robinsons Ready To Drink No Added Sugar Raspberry & Apple 500ML
o Case size: 24
• Robinsons Ready To Drink No Added Sugar Raspberry & Apple PMP 500ML
o Case size: 12
• Robinsons Ready To Drink No Added Sugar Peach & Mango 500ML
o Case size: 12
• Robinsons Ready To Drink No Added Sugar Peach & Mango PMP 500ML
o Case size:12
• Robinsons Ready To Drink No Added Sugar Blackberry & Blueberry 500ML
o Case size: 12
• Robinsons Ready To Drink No Added Sugar Blackberry & Blueberry PMP 500ML
o Case size: 12

Robinsons Single Concentrate
• Robinsons Orange Single Concentrate PMP 750ml
o Case size: 12
• Robinsons Apple and Blackcurrant Single Concentrate PMP 750ml
o Case size: 12
• Robinsons Orange Single Concentrate 1L
o Case size: 12
• Robinsons Apple and Blackcurrant Single Concentrate 1L
o Case size: 12

Double Concentrate
• Robinsons Orange Double Concentrate 750ml
o Case size: 12
• Robinsons Apple and Blackcurrant Double Concentrate 750ml
o Case size: 12
• Robinsons Blackcurrant Double Concentrate 750ml
o Case size: 12
• Robinsons Summer Fruits Double Concentrate 750ml
o Case size:12
• Robinsons Orange Double Concentrate 1.75l
o Case size: 6
• Robinsons Apple and Blackcurrant Double Concentrate 1.75L
o Case size: 6
• Robinsons Orange and Pineapple Double Concentrate 1.75L
o Case size: 6
• Robinsons Summer Fruits Double Concentrate 1.75
o Case size: 6

ben parkerbritvicrobinsonsrtdthe hundred

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