Refreshing both Britain and the Robinsons brand by showing the UK that squash is water’s best friend

Agency: m/SIX

Robinsons came to m/SIX facing a seemingly impossible challenge; a head-to-head competition with water. Squash - once a healthy alternative to sugary, carbonated beverages, was suffering as relationships with water changed, reducing the demand for a market leading brand. Robinsons knew growth would be impossible without category stimulation and we wanted to deliver an effective, yet ethical campaign.

Our research in collaboration with Saatchi, discovered that whilst audiences appreciated the health benefits of water, they found the lack of flavour uninspiring. We saw an opportunity to remind audiences that without water, there’s no squash! Our Let There be Fruit campaign united the entire Robinson’s portfolio, using TV, Audio and OOH to reach over 90% of the UK population with this brand message. We supported our broadcast with bespoke product and customer journeys across Social and Programmatic Display and used AMillionAds technology to target audiences at relevant consumption occasions based on weather, temperature, and time of day prompts.

By treating our portfolio as one campaign we were able to deliver efficiencies that not only resulted in significant media savings, but also allowed us to execute a campaign that drove sales value, brand consideration and spontaneous awareness across all Robinson’s brands.