UK: Britvic launches GBP1.4m campaign for Fruit Shoot 100% juice

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UK soft drinks firm Britvic is backing the latest addition to its Robinsons range, Robinsons Fruit Shoot 100% juice, with a GBP1.4m (US$2.83m) TV and outdoor ad campaign.

The campaign is designed to appeal to parents who are keen for their children to meet the five fruits or vegetables a day requirement.

The ad features a little girl sitting at a table on which there is a variety of fruit and vegetables. She produces a juicer, to the alarm of a watching parrot. The girl skilfully juggles an orange before pressing it onto the juicer, whereupon the parrot is drenched in juice. Disappointed, the little girl realises she has hardly any juice left to drink. Then the parrot produces the solution - a bottle of Robinsons Fruit Shoot 100% - which she drinks. The voiceover then tells us that this is one of her five-a-day and finishes with the tagline "Raise them on Robinsons".

Britvic said it expects the campaign, which kicks off this month, to reach 79% of its target audience. The TV ad was aired for the first time during the film 'Wimbledon' on Friday 6 July with the rest of the campaign going live on Monday 9 July. The schedule for the TV ad includes popular programmes such as Emmerdale, Hollyoaks, Law & Order and The Simpsons.

Two print executions also focus on idea that Robinsons Fruit Shoot 100% will help parents ensure their children get the recommended five fruits or vegetables a day.

"Robinsons Fruit Shoot is a brand that is both trusted by mums and loved by kids," said Jonathan Gatward, Robinsons brands director, Britvic. "We are confident that the addition of a new pure juice variant will strengthen this leading brand further by providing mums with a healthy, trusted and 100% natural juice that allows them to easily to tick off one of their children's recommended five-a-day.

"The pure juice category is currently worth over GBP1bn (Nielsen MAT Scantrack Dec 06) and it continues to grow at a fast rate in line with consumers' desire for healthy and natural drinks. With the backing of one of the strongest brand names in the children's drinks market combined with our marketing investment, we expect Robinsons Fruit Shoot 100% juice will represent a significant profit opportunity for our retail partners."

Sectors: Soft drinks

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