Robinsons Fruit Shoot has launched a new campaign entitled It’s My Thing, celebrating children doing what they’re passionate about and inspiring parents to support kids in being creative and finding their ‘thing’.
The fully integrated campaign centres around a 40-second TV ad. Additionally, a PR and influencer programme of activity with child health expert, Dr. Ranj Singh, and television presenter and mum-of-two, Cherry Healey, aims to further engage media and parents throughout the campaign, which continues into the summer. Bespoke POS is available to retailers.
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.
Kirsty Hunter, Brand Marketing Director at Britvic, commented: “We know parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them. We felt we had to respond to that and we’re excited to see how this new campaign is received.”
Hunter also advised retailers to stock up on both the core range and Fruit Shoot Hydro to make the most of the increased visibility and extra sales driven by the new campaign.