Britvic said the campaign aims to “transform outdoor spaces” across the UK through the purchase of participating soft drinks

Britvic said the campaign aims to “transform outdoor spaces” across the UK through the purchase of participating soft drinks

Britvic and PepsiCo UK have joined forces with environmental regeneration charity Groundwork to launch a campaign in the UK encompassing the firms' major brands.

The 'Transform Your Patch’ campaign, unveiled by Britvic in London today (11 January), will include key brands Robinsons, Pepsi, Tango, 7UP, Fruit Shoot, J2O, Drench, Lipton Ice Tea, Mountain Dew, R Whites and Britvic's namesake drinks. The campaign will launch nationwide on 1 February and run until the end of October.

Britvic said the campaign aims to “transform outdoor spaces” across the UK through the purchase of participating soft drinks. Every bottle purchased will represent one square-centimetre of land to be regenerated through Groundwork.

Around 165 projects have been identified for regeneration across the UK as part of the scheme and consumers can vote online for a project in their region that will win a “higher-level regeneration”. The projects have been split into 11 regions, which are available to view online.

Each brand will represent a particular project theme: PepsiCo – football pitches; Tango and Mountain Dew - skateboarding parks; Robinsons and Fruit Shoot – playgrounds; and 7UP and Lipton Iced Tea – green areas and parks.

“The aim of this campaign is to regenerate outdoor spaces in the community and give people access to sport,” Britvic's GB marketing director Jonathan Gatword told attendees at the launch. “This is the biggest ever cross-brand, cross-channel marketing programme we have undertaken.”

The company declined to comment on the financial details of the campaign.

'Transform Your Patch’ will be supported through television, national and local radio, digital and social media, print, celebrity endorsements and PR.