Robinsons gets ready for summer with the Big Fruit Hunt
The UK’s number 1 squash brand, Robinsons, is launching its biggest summer activity to date with the Big Fruit Hunt.
The £1.5 million campaign centres on a digital augmented reality 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 1st June until 2nd 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, out of home, point of sale, digital and social activations.
Ben Parker, GB Retail Commercial Director at Britvic, said: “Robinsons is preparing for its biggest summer to date with the launch of the Big Fruit Hunt campaign and Robinsons Ready to Drink as the official soft drinks partner for The Hundred cricket tournament. We can’t wait to be able to bring families together this summer and have fun. Forecasted to reach 90% of family households, the Big Fruit Hunt campaign will support in driving sales and reinforce the messaging that Robinsons livens up every water occasion with great taste and real fruit.”
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 media 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.