Britvic Fruit Shoot Launch
Fruit Shoot is the No.1 ready to drink kids brand in the UK and has recently begun to achieve widespread distribution in the US. With increased distribution, Fruit Shoot aims to be a major player in the juice drink category, but is not currently part of Moms’ consideration set and competes with other children’s juice brands that outspend and out-distribute us. We needed to accelerate volume growth of Fruit Shoot in key markets, making it a household name among parents and children.
A SMART CAMPAIGN APPROACH
In order to reach the right audience for Fruit Shoot, moms with kids 4-12, we partnered with Meredith to create a custom cross-platform program supporting outdoor family activities. Summer is the best time to make lasting family memories. School is out, the temperature is rising and the days are longer. We wanted to make sure the season was full of family adventures with activities planned and Fruit Shoot as the go-to juice drink. Fruit Shoot paired with iconic Meredith brands such as Parents to develop custom content, leverage a network of influential mommy bloggers, create buzz with a contest encouraging user generated family adventures film submissions, distribute content via high impact units and drive purchase intent for Fruit Shoot with alignments with kid-friendly recipe pairings. (6) native content articles were developed specifically for Fruit Shoot including 20 Ways to Fuel Your Active Kid, 10 Kid-Friendly Adventures the Whole Family with Love, How to Host a Family Olympics and a quiz, Find Your Perfect Family Adventure.
With an impactful branded media campaign, the program was successful in driving brand awareness for Fruit Shoot with all elements exceeding CTR benchmarks across the campaign. In fact, the Native Landing Page in particular, saw the highest CTR of the campaign at 2.96% (13.5x higher than the campaign average).