Robinsons Fruit Shoot, the UK’s leading No Added Sugar soft drink brand for children, has launched a new campaign in a contemporary approach aimed at driving relevance amongst parents. The fully integrated, global campaign; It’s My Thing, created by iris, celebrates real kids doing what they’re passionate about, championing their self-expression and individuality and inspiring parents to support kids in finding their ‘thing’.
The campaign creative of It’s My Thing is borne from new insight found from the target audience of ‘pragmatic parents’ which revealed that pressures from society are limiting children’s ability to express themselves and preventing them from finding the thing they really love.
In a category known for featuring glossy, idealised depictions of children and families, Britvic has taken a fresh approach with authenticity at its heart. It’s My Thing heroes real children over actors, doing what they love including train-obsessed 10 year old Freddie and Ellie, also 10, whose ‘thing’ is being an equestrian gymnast.
Kirsty Hunter, Brand Marketing Director at Britvic: “Parents told us they feel the category, as well as wider marketing and culture, feature stereotypical and one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them and we felt we had to respond to that. This is a real step change, not just for Britvic, but for the whole category.”
The fully integrated GB campaign launches on 4th March with a 40 second TVC aired during Ant & Dec’s Saturday Night Takeaway which will also be released through social and influencer channels. A PR and influencer programme, also activated by iris, brings on board child health expert, Dr. Ranj Singh, and television presenter and mum-of-two, Cherry Healey, to engage with media and parents and front a parenting influencer event in partnership with Mother’s Meeting.
The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts and the chance to win daily prizes to help children discover and indulge their passions. The campaign will be brought to life in the grocery and convenience channels through bespoke POS to help highlight the campaign and disrupt shopper behaviour in-store.
Andy Taylor, ECD, iris: “Both the research and our experts’ advice revealed the importance of kids discovering their passion and we managed to find some amazing children who are living proof of how positive this can be for their wellbeing and confidence. We hope by highlighting these kids in the campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to ‘find their thing.”
Source: Little Black Book