Britvic is launching a new campaign for Robinsons Fruit Shoot, called It’s My Thing, celebrating children doing what they are passionate about. A 40’ TV ad – which first appeared during Ant & Dec’s Saturday Night Takeaway on ITV on March 4th – is being supported with a PR and influencer programme with child health expert Dr Ranj Singh and television presenter Cherry Healey, continuing into the summer.
The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality, with content from adults, brand ambassadors and child health experts, and the chance to win daily prizes which help kids “discover and indulge their passions”.
There will also be bespoke POS in the grocery and convenience channels to raise shopper awareness in store and drive purchase.
The campaign was created by iris, and Britvic says it offers an alternative view of children to address complaints from parents about advertising’s use of “perfect” children and families. Britvic also points out that pressures from society are also limiting children’s ability to express themselves and preventing them from finding the thing they really love.
The Fruit Shoot campaign features real kids doing what they’re passionate about.
Kirsty Hunter, brand marketing director at Britvic, says: “Parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families, which doesn’t represent them. We had to respond to that.”