Robinsons and Fruit Shoot have come together for the first time in many years to encourage families to embrace their adventurous side this winter. The ‘Hurray for Winter’ campaign will see an on-pack promotion rolling out in-stores in December, across a number of products within the Robinsons and Fruit Shoot portfolio including the core ranges. The competition brings excitement to the post-Christmas period, giving shoppers the chance to win over 1,000 experiences, from racing down the slopes in toboggan to a day out meeting the penguins.
As a well-known, household name, Robinsons boasts an impressive 48.4% penetration[1]. The partnership between Robinsons and Fruit Shoot for this campaign is set to drive category growth, engage and reward those loyal to the brand.
Phil Sanders, GB Commercial Director At Home, Britvic, comments: “The months that follow Christmas are often seen as a bit of a comedown but Christmas isn’t the only time that families should come together and spend time with each other. We know it can be challenging to find exciting activities during the winter months, which is why we want to give something back with our Hurray for Winter Campaign, inspiring families to embrace a great winter adventure. Only 16% of shoppers currently buy both Robinsons and Fruit Shoot[2] together, despite them being the number one brands within their respective categories. The partnership is the ideal opportunity to encourage families to do just this and increase basket spend.”
Through the on-pack, instant win mechanic, exciting activities ideal for a fun winter day out will be accessible throughout the UK and there will be opportunities to win every week from the 12th of December until the 28th of February. Families can take part by entering a unique code found on packs via a microsite to see if they have won a winter experience. The promotion will be supported with on-shelf and off-shelf displays, making it an unmissable opportunity.
[1] Kantar Worldpanel, Take Home, Penetration, 52w/e 04.11.18
[2] Kantar Worldpanel, Take Home, Purchase, 52we 12.08.18
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