Let There Be Fruit! Robinsons Uplifting Campaign Mission Aims to Flavour a Billion Water Moments

The UK’s number one squash brand*, Robinsons, has launched a new campaign to help ‘flavour a billion water moments’, with a TV ad that shows all the ways people can liven up their water glass with the great taste and real fruit of Robinsons.

The campaign launches at a time where people are increasingly looking to healthier, affordable and sustainable options in order to stay hydrated both at home and on the go, with 85% of adults** now owning a reusable water bottle to top up throughout the day and tap water consumption up 23% in the last year. 

While staying hydrated has massive health benefits and keeps people feeling healthy, alert and focused, even for the well intentioned, drinking eight glasses of water every day can be difficult.

This insight led to the Let There Be Fruit campaign, created by Saatchi & Saatchi and filled with an energy, joy and love for life that feels distinctly Robinsons, to show both kids and adults that whenever and wherever people are drinking water, there’s an opportunity to make it more enjoyable.

At the centre of the integrated campaign, which will also feature OOH, radio and social activity, is a film directed by Ninian Doff of Pulse Films.

The 40s spot is playful and at times, a little mischievous, featuring adults finding moments to make their water that little bit tastier, whether that’s during mealtime and snack time, working out or just working – all to the rallying cry of kids singing to the bespoke tune of ‘Let there be fruit’.

Charlotte White, marketing director, Robinsons said: “Bringing more enjoyment to water is what fuels our ambition with Robinsons. We know that people aspire to drink more water but that it can become a bit boring after a while. ‘Let there be fruit’ is a real rallying cry of kids who have the wisdom to know that any water moment can be made tastier and more enjoyable with the real fruit in every drop of Robinsons. After a difficult year for our consumers, we want to deliver a little moment of positivity with a campaign that raises a smile, as well as a glass.”

Saatchi & Saatchi’s managing director Sarah Jenkins said: “Robinsons is a brilliant brand with an abundance of optimism, vitality and joy, all of which we wanted to convey in this campaign. What better time than the summer of hope we’re about to embark on, to go on a mission to flavour a billion water moments.”

The campaign will go live nationwide on the 9th April, and will roll out across TV, OOH, social and radio for six months. All media buying and planning has been handled by M/SIX.