Robinsons Debuts Adult Squash With Campaign Fronted by a Feisty Little Girl

Britvic-Owned Brand Is Targeting Grown-Ups With Fruit Creations

Published On
Jan 23, 2018

Editor's Pick

Fruit squash has traditionally been a category firmly aimed at kids and families-- but now Robinsons, the Britvic-owned U.K. brand, is targeting adults with a range of new products.

Fruit Creations, which has twice the fruit content of core Robinsons and comes in flavor combinations including Peach and Raspberry and Pear and Blueberry, is being promoted by a campaign created by Saatchi & Saatchi London, in which a confident little girl explains the benefits of squash to adults. In the spot, directed by Max Sherman of Blink, she marches round several grown-up locations, including a boardroom and courtroom, informing the adults they need more fruit in their lives. Although the ad offers nothing unexpected, it's still a cute performance, and does a good job of getting the product attributes across.

The campaign is the first work created by Saatchi & Saatchi London since winning the Britvic kids and family portfolio account in August 2017, and marks a new direction for the brand. Matt Barwell, chief marketing officer at Britvic says in a statement: "Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that's new for Robinsons and entertaining for adults, using the disarming wisdom of children."

Kate Stanners, global chief creative officer at Saatchi & Saatchi adds, "As such an iconic, well-loved staple in British households it's been fun turning the category on its head by using the real experts in squash to sell Robinson's new adult portfolio."

Credits

Date
Jan 23, 2018
Agency:
Saatchi & Saatchi-London
Brand:
Robinsons Fruit Creations
Client:
Robinsons Fruit Creations
Global Chief Creative Officer:
Kate Stanners
Creative Director:
Mark Slack
Creative Director:
Gemma Phillips
Copywriter:
Barney Spiro
Art Director:
Harriet Ronn
Creative Planner:
David Hackworthy
Creative Planner:
Zoe DAvignon
Account Handler:
Larissa Vince
Account Handler:
Adrian Ash
Account Handler:
Claire Boisgontier
Producer:
Sam Robinson
Producer:
Lisa Mason
Media Buying Agency:
M/SIX
Media Planner:
Mike Ennes
Production Company:
Blink Films
Director:
Max Sherman
Editor:
Sam Snead
Producer:
Ewen Brown
Post Production Company:
Electric Theatre Collective
Audio Post Production Company:
750MPH

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