Robinsons Fruit Shoot has launched a £1m media campaign to educate parents and health conscious consumers alike on the positive credentials the product boasts. The campaign tackles misconceptions about of the quantity of sugar and artificial ingredients in children’s soft drinks and reveals the truth about Robinsons Fruit Shoot.
The eye-catching creative will be visible across traditional channels including national OOH, digital, and cinema advertisement in addition to a targeted radio campaign. The activity will be upweighted during the second largest kids’ drinks trading period – the Easter school holidays – when the target audience will most likely engage with the messaging.
With no added sugar and containing real fruit, Fruit Shoot believes that clearer communication around these statements will positively affect intent to purchase and the brand perception.
Fruit Shoot continues to see growth within the market, seeing a +2.9% increase in sales in the last 12 weeks, vs. a -3.1% decline across the category. The brand hopes the campaign will positively influence shoppers and propel the growth of the category as a whole.
 Nielsen Scantrack, Total Coverage, Kids Soft Drinks, Value Sales, w/e 05.01.19 -04.01.20
 Nielsen Scantrack, Total Coverage, Kids Soft Drinks, Value % chg. vs YA, 12w/e 25.01.20.