Britvic

Robinsons
 Big Fruit Hunt
 activation.

Scroll down Show me

Working with AR specialist Zappar, we created the Robinsons Big Fruit Hunt, an augmented reality treasure hunt, using geo-caching technology to let families hunt for virtual fruit across the UK, for the chance to win one of 90,000 prizes, including the first drinks bottle especially designed for squash.

Working with AR specialist Zappar, we created the Robinsons Big Fruit Hunt, an augmented reality treasure hunt, using geo-caching technology to let families hunt for virtual fruit across the UK, for the chance to win one of 90,000 prizes, including the first drinks bottle especially designed for squash.

It all started with a phone call, “We need your help. Can you help us develop an activation for summer ’22 to replace our Wimbledon sponsorship? It needs to appeal to the trade, encourage families to put Robinsons in their water bottles and help modernise perception of the Robinsons brand.”

Leaning into post-pandemic trends, we identified that we needed to nudge consumer behaviour to put squash in their drinks bottles by creating an occasion where families could use their drinks bottles out and about together with Robinsons at its heart.

The result was The Robinsons Big Fruit Hunt virtual treasure hunt. A new to the industry AR game encouraging families to get out and about in green spaces, combined with a brand activation rewarding them for finding 4 virtual fruits.

The mechanic was simple. To play, consumers just needed to:
– Scan the QR code on one of over 19 million promotional packs
– Visit the map to find pins in a green space within 1000m of their location
– Walk to the location and click on the pin to reveal fruit in augmented reality
– Fill their bottle with 4 fruits to win

Following, an overwhelmingly positive response in consumer testing and within the business from senior leadership, Britvic decided to support the campaign with £1.5m media spend across radio, OOH, digital, social, shopper marketing and PR. The campaign beat all measures and was re-commissioned for 2023!

  • £2m incremental growth to the dilutes category
  • 72,000 game interactions 
  • 12.5 mins average brand engagement time
  • Total Robinsons sales +2.4% YOY
  • Highest ever feature & display and +9% YOY
  • Drum Roses and Campaign Media awards finalist

Following, an overwhelmingly positive response in consumer testing and within the business from senior leadership, Britvic decided to support the campaign with £1.5m media spend across radio, OOH, digital, social, shopper marketing and PR. The campaign beat all measures and was re-commissioned for 2023!

  • £2m incremental growth to the dilutes category
  • 72,000 game interactions 
  • 12.5 mins average brand engagement time
  • Total Robinsons sales +2.4% YOY
  • Highest ever feature & display and +9% YOY
  • Drum Roses and Campaign Media awards finalist

“With a limited budget, the Big Fruit Hunt not only delivered our goals of modernising the brand, it also ensured we exceeded our sales targets, by helping more families have fun outdoors.”

Charlie White
Robinsons Brand Director

“With a limited budget, the Big Fruit Hunt not only delivered our goals of modernising the brand, it also ensured we exceeded our sales targets, by helping more families have fun outdoors.”

Charlie White
Robinsons Brand Director

You may also like to see...

Show me
Show me