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 1^st June until 2^nd 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.

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As the Official Team Partner of The Hundred, KP Snacks’ leading brands, popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips, feature across the team shirts of eight men’s and women’s teams competing in the tournament.

As part of its ‘Everyone In’ campaign, KP Snacks is launching a ‘Win and Get Active’ on-pack promotion on 1^st May across Eat Now formats for the eight brands, giving shoppers the chance to win thousands of bats and balls.

Shoppers will also have the chance to win sports bundles, gift cards and tickets to The Hundred final via a series of promotions. In addition to this, the Hula Hoops, McCoy’s and Tyrrells ranges will feature engaging cricket-themed designs to further promote the partnership.

Introduced last year alongside the first edition of The Hundred, KP Snacks is also bringing back its ‘Everyone In’ online hub to offer families free and easy ways to get involved.

The platform includes engaging content featuring cricketing stars as well as no purchase necessary opportunities for consumers to win bats and balls. The hub will also help families with how they can get involved in cricket by providing information on their local clubs and national programmes.

Kevin McNair, Marketing Director at KP Snacks, says, “We’re delighted to be supporting our consumers in getting active through our partnership with The Hundred. Cricket is the perfect sport to get families moving and sharing special moments this summer, and we’ve got plenty of activities planned to continue driving interest in the sport. Over the course of our five-year partnership with The Hundred, we aim to help thousands of families across the UK get more active together”.

Partnering with The Hundred is part of KP Snacks’ ambition to inspire healthier lifestyles. Doing the right thing for consumers is a key ingredient of its ‘Taste for Good’ plan, the KP Snacks responsible business approach. The partnership aims to drive interest in cricket and provide better access for families to get involved in the sport as part of its ‘Everyone In’ campaign.

The post KP Snacks gets the nation active with new bat and ball giveaway first appeared on Neighbourhood Retailer.

“Over the past week, there have been 100k spectators at the matches with an additional 8.54m watching the tournament on TV.  A massive 39% of those watching on TV, had not watched live cricket on TV prior to The Hundred this year. The Hundred is succeeding in engaging and attracting new spectators to the sport!

“Just think, over 8.6m spectators in one week have seen our KP brands on the shirts of these incredible players.  That is phenomenal brand awareness which will lead to more happy snacking moments for our retailers, shoppers & consumers! ” said Ricky.

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As the Official Team Partner of The Hundred, KP Snacks brands: popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips, will all feature on team shirts. Driving association of KP Snacks and The Hundred, the brands will also feature in broadcast idents and in ad spots during broadcasting breaks, as well as through in-ground promotion on the big screens.

Promotional merchandise

In the run-up to the competition, KP Snacks has encouraged retailers to purchase cases of its promoted products for a chance to win match tickets and merchandise to enjoy themselves and with their families. Implementing retailer bundle deals, depot activations, and merchandising including aisle end displays, KP Snacks is using its partnership and brands to incentivise, engage, and inspire its retail partners to celebrate The Hundred.

The manufacturer is also offering free and easy ways for consumers to get engaged with cricket through their recently launched ‘Everyone In’ hub at everyonein.co.uk. ‘Everyone In’ is an easy-to-use digital platform offering simple, fun ways for people to get active this summer through cricket, alongside lots of fun video content with some of the male and female stars of The Hundred.

Anyone for Cricket?

As a final element of the partnership, KP Snacks and McCoy’s, the sponsors of Manchester Originals, have partnered with Co-op in Manchester to give away thousands of balls and bats to inspire people to get more active through cricket during the course of the partnership.

Kevin McNair, Marketing Director, says: “At KP Snacks, we care about doing the right thing – by our consumers, our communities, our people and the environment – and we believe that snacks can be enjoyed as part of a balanced and healthy lifestyle, including regular exercise. Our vision is to support healthier lifestyles and inspire families across the UK to get more active.

The Hundred

“We have partnered with The Hundred because we believe cricket is the perfect route to encourage families to get moving and enjoy more moments together. Over the next five years, our partnership with The Hundred aims to help thousands of families up and down the country to get more active together”.

The post KP Snacks launches campaign to champion healthy and active lifestyles first appeared on Neighbourhood Retailer.