Robinsons Fruit Creations: Listen Up by Saatchi & Saatchi
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Britvic’s fruit drinks brand Robinsons has shifted strategy to target adult drinkers with the launch of Fruit Creations, a new squash supported by a multi-million-pound campaign.
The multi-channel campaign ‘Listen Up’ is the first from Saatchi & Saatchi, which won the Britvic kids and family portfolio account last August.
The hero film is fronted by a young, precocious girl who introduces Fruit Creations to grow-ups doing adult things in adult places, such as the boardroom and the courtroom. The full 40-second ad will run alongside a 20-second cut down on TV and video on demand in the UK and Ireland.
The spot will be supported by integrated social, PR and experiential campaigns.
Credits
GLOBAL CHIEF CREATIVE OFFICER: Kate Stanners
CREATIVE DIRECTORS: Mark Slack & Gemma Phillips
COPYWRITER: Barney Spiro
ART DIRECTOR: Harriet Ronn
PLANNERS: David Hackworthy, Zoe D’Avignon
ACCOUNT HANDLERS: Larissa Vince, Adrian Ash, Claire Boisgontier
PRODUCERS: Sam Robinson, Lisa Mason
MEDIA BUYING AGENCY: M/Six
MEDIA PLANNER: Mike Ennes
PRODUCTION COMPANY: Blink Films
DIRECTOR: Max Sherman
EDITOR: Sam Snead
PRODUCER: Ewen Brown
POST-PRODUCTION COMPANY: Electric Theatre Collective
AUDIO POST-PRODUCTION COMPANY: 750mph
