As part of a company-wide mission to support consumers in making healthier lifestyle choices, Britvic decided to delist their Robinsons Fruit Shoot with added sugar variant. To raise awareness of the fact that the Robinsons Fruit Shoot range now contains No Added Sugar, H+K created the “No Added Sugar Days” platform.
The platform was designed to encourage families to enjoy one day per week where the only sugar they consume comes from natural sources like fruit and vegetables – and remind people that the Fruit Shoot range was now completely No Added Sugar. This message was then seeded out through an influencer campaign targeting both parents and dietitians.
To create the platform, H+K worked closely with independent dietitian, Lucy Jones, to calculate exactly how much parents could reduce the family’s sugar intake by incorporating just one No Added Sugar Day into their diet. These calculations were then supported with a series of No Added Sugar recipes to help parents incorporate the day within their weekly repertoire.
In addition to sending to media, recipe content was shared with the Fruit Shoot mums panel, a group of 20 influential Netmum-ers who exclusively received the product range, recipe content and hints and tips from Lucy to drive awareness and build advocacy for the brand within this core group of mums. A Q&A session with Lucy and Britvic nutritionist Victoria Epstein was also held with a wider Netmums audience, allowing mums to ask the experts any questions they might have around the range and its ingredient list.
Consumer activity, was underpinned by a comprehensive Key Opinion Leader (KOL) briefing programme targeting media facing dietitians and nutritionists to ensure they were able to speak about the brand from an informed position should they be questioned about the brand.
The campaign saw a shift in perceptions towards Fruit Shoot amongst the KOL community, with 97% of attendees saying that they felt more comfortable recommending Fruit Shoot to their network after the sessions. In addition, the Fruit Shoot Q&A was the was the top performing Coffeehouse Thread – with nearly 2 minutes of dwell time and 3,875 unique users.