Robinsons is launching its new ‘Big Fruit Hunt’ campaign, centred around a digital augmented reality (AR) fruit hunt.
The campaign encourages families to flavour their water bottles with Robinsons, “whenever, wherever.”
According to the fruit drink brand, the activation will ensure Robinsons will continue to be front of mind for shoppers across a key season for soft drinks.
The initiative is running from June 1 to September 2 across Robinsons squash promotional packs.
A QR code will feature on-pack, where shoppers can scan and be taken to an interactive map to find virtual fruit to fill a water bottle and collect prizes.
The campaign will include in-store, OOH, POS, digital and social activations.
To amplify the campaign further, Robinsons will be partnering with Heart Radio, with Heart Breakfast running a one-week on-air promotion.
In addition, each month, Heart Radio listeners will be challenged to find hidden fruit on its social channels and website, with the chance of winning a family day out, plus squash supplies.
Over 90,000 prizes will be up for grabs in the ‘Big Fruit Hunt’ game, including bespoke Robinsons water bottles and outdoor activity kits.
“Robinsons is preparing for its biggest summer to date with the launch of the ‘Big Fruit Hunt’ campaign and Robinsons Ready to Drink as the official soft drinks partner for The Hundred cricket tournament,” Britvic GB retail commercial director Ben Parker said.
“Forecasted to reach 90% of family households, the Big Fruit Hunt campaign will support in driving sales and reinforce the messaging that Robinsons livens up every water occasion with great taste and real fruit.”