Made by Britvic, Robinsons is a leading UK consumer soft drink brand. Traditionally, PR was not used in NI; nationally led media and on-pack advertising was the primary communication tool.
In April 2007, Britvic International appointed Morrows to create and deliver a PR and marketing campaign to drive awareness of the Robinsons Dilute and Fruit Shoot ranges, and support its new ‘Raise Them On Robinsons’ national TV and radio advertising campaign.
We created‘Robinsons – Hydrating the Nation’, a province-wide, fully integrated, consumer-focused campaign incorporating market research, media relations, advertising, advertorials, internet, CSR, media and event sponsorships, consumer sampling, and promotions.
Its core message was that Robinsons helps keep families happily and healthily hydrated. We devised this theme because while Robinsons’ products contain no artificial flavours or colours, media are increasingly sceptical of the soft drinks industry within the context of child health. The healthy hydration of kids/families was a powerful, positive consumer message, with added media potential as a relatively ‘new’ theme. The campaign focused on summer and extended into autumn 2007.
2008/2009 CIPR Silver Award Winner
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 Launch of 'Hydrating the Nation'
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 Sampling Team
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 Sampling & GAA Summer Camps
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 Press Clipping - Belfast Telegraph- Allotment Competition
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 Press Clipping - Mirror - Launch of Campaign
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