Robinsons Fruit Shoot has launched a new campaign called It’s My Thing, celebrating children doing what they’re passionate about and inspiring parents to support kids in finding their ‘thing’.
The inspiration for the campaign comes from new insight amongst the target audience of pragmatic parents which reveals that pressures from society are limiting children’s ability to express themselves and preventing them from finding the thing they really love.
A 40-second commercial is being aired during Ant & Dec’s Saturday Night Takeaway and is also available to view on social media channels. A PR and influencer programme with child health expert, Dr. Ranj Singh, and television presenter and mum-of-two, Cherry Healey, aims to engage media and parents throughout the campaign, which will continue into the summer.
It’s My Thing will be brought to life in the on-trade with reality playboards, which families can use at the table in outlet to stimulate children’s creativity while dining out and to keep them entertained. The playboards, which are available to customers from April, utilise the latest technology to provide creative experiences for children while enjoying a bottle of Fruit Shoot Hydro.
Kirsty Hunter, brand marketing director at Britvic, said: “Through our research, we know parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them. As the UK’s leading no added sugar soft drink brand for children by household penetration, we felt we had to respond to that and we’re excited to see how this new campaign is received.
“With real fruit, no sugar and its handy on-the-go format, Fruit Shoot keeps children refreshed while ‘doing their thing’ – and that’s what our latest campaign celebrates. Operators should stock up on both the core range and Fruit Shoot Hydro to make the most of the increased visibility and extra sales driven by this high-impact new campaign.”
The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts and the chance to win daily prizes to help children discover and indulge their passions.