UK: Britvic lines up marketing push for Robinsons Fruit Shoot
Britvic has launched a GBP2m (US$4m) radio and outdoor campaign in the UK to draw attention to the fact that its Robinsons Fruit Shoot brand contains no artificial flavours and colours.
The investment, which includes radio advertising until September and outdoor support during May and June, aims to target 90% of housewives with children in the country, the company said yesterday (23 April).
Britvic brand director Jonathan Gatward said: "The campaign will reassure our consumers that they're making the best choice for their children when they choose Robinsons Fruit Shoot.
"It will also benefit our retail partners by prompting purchase of Robinsons Fruit Shoot in the lead up to and during the critical summer period."
Robinsons Fruit Shoot is worth GBP73.5m in the take-home channel and GBP12m in on-premise, Britvic noted.
- Whatever happened to binge Britain? - comment
- The dangers of squaring up to your competitor
- The US beer market - A level playing field for all
- Remy Cointreau's Q2 and H1 - preview
- Constellation and Ballast Point's "sticker shock"
- Sidney Frank CEO to head Clooney's import co
- Diageo sells off United Spirits' Bouvet Ladubay
- Diageo Australia appoints commercial head
- Irish whiskey brands could fail without bulk
- A-B InBev to "kick the tyres" at Coca-Cola
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts
- Global Wine Market: News and Events September 2015