Robinsons has launched ‘Let There Be Fruit’, a new £6.4m campaign that encourages shoppers to liven up their tap water.
Running through to September, the campaign unites the full Robinsons portfolio, including Squash, Minis and Fruit Creations. It includes TV, radio, digital, out-of-home and in-store activity.
A new TV ad that looks at the day-to-day routines of people and the situations they encounter sees Robinsons back on screens for the first time in four years. Three versions each feature a different Robinsons product: 1L Orange, Apple & Blackcurrant and Summer Fruits squash; Fruit Creations Peach & Raspberry; and Minis. Throughout the ads the Robinsons range and the ‘Let there be Fruit’ slogan is championed by children.
Phil Sanders, Out of Home Commercial Director for Britvic, commented: “Research shows that the number one need state for dilutes is taste. The ‘Let There Be Fruit’ campaign will reinforce the messaging that Robinsons livens up the water occasion with great taste and real fruit. The campaign will also ensure that Robinsons is front of mind for shoppers when in store, and every product in the range will benefit.”