ROBINSONS GOES BIGGER THAN EVER IN THIRD YEAR OF THE HUNDRED PARTNERSHIP TO DRIVE SUMMER SALES


Robinsons is kicking off its third year as The Hundred’s Official Soft Drinks Partner, with a new on-pack promotion set to help operators drive sales during this summer’s cricket tournament. Rolling out in the Foodservice channel across its Ready To Drink range now, over 100 lucky consumers will be in with the chance to win a pair of tickets to The Hundred cricket competition, which will be released weekly via a QR code on-pack.

The Hundred was a huge success last year, with 580,000 tickets sold, which was a record figure for the tournament[1]. This presents a significant opportunity for operators to tap into during this summer’s tournament with Robinson’s 2024 on-pack promotion, with its Ready To Drink range being worth £13.1m in the foodservice channel[2]. After a very successful promotion last year, which saw 18, 242 entries, this year’s even bigger promotion is set to help operators looking to appeal to a wider range of consumers to boost consumption.

Benjamin Griffiths, Britvic’s Director of Workplace, Education, Healthcare, Leisure & Entertainment for Great Britain Hospitality, said:“Supporting operators to maximise sales through promotions such as our latest Robinsons on-pack remains a priority for us to keep consumers engaged and maximise purchase potential. Having these promotions in collaboration with events as popular as The Hundred is a key aspect of this, ensuring Robinsons packs are catching consumer attention on display and appealing to their interests. With The Hundred making cricket more accessible to everybody and attracting wider audiences – including families – operators should have our Robinsons Ready To Drink SKUs easily accessible and on display this summer, to spark intrigue into the promotion, encourage consumption, and ultimately boost sales.”

Robinsons’ on pack promotion is running across the foodservice channel now until 13th August, across its Ready To Drink range. Terms and conditions apply.


[1] https://www.skysports.com/the-hundred/news/36890/12948810/the-hundred-shatters-attendance-records-and-increases-tv-viewing-figures-across-mens-and-womens-competition

[2] CGA by NielsenIQ, Foodservice Britvic defined, value sales, data to 52we 31.03.2024 vs YA

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