Robinsons has revealed a new multi-channel campaign to celebrate its 80 year partnership with Wimbledon.
Entitled ‘80 Years at Wimbledon’, the campaign features a combination of advertising, limited edition packs, activation, PR, digital, social media and limited edition POS materials for retailers.
A new TV advert will be rolled out from 22nd June. Outdoor and print advertising featuring the Robinsons Squash’d pack will commence nationwide from 29th June (day one of the Championships).
The brand will launch ‘The Great Robinsons Ball Hunt’ on 25th June, hiding giant tennis balls across the nation. Consumers are invited to follow daily clues presented by Tim Henman on Twitter to track down a ball. Prizes range from VIP days at Wimbledon to jumbo tennis kits.
In keeping with the theme, in-store activation includes new limited edition Squash’d labels transforming packs into tennis balls and a selection of both in-aisle and stand-alone POS, including pre-filled shippers, supporting core Robinsons and Squash’d.
Kevin McNair, GB Marketing Director at Britvic Soft Drinks, commented: “This campaign aims to drive value in the category by attracting more shoppers to buy into the nation’s leading squash brand and we expect consumer awareness to significantly heighten during the summer months. We therefore recommend that retailers stock a variety of Robinsons products to make the most of the increased interest and footfall this campaign will drive.”