Robinsons Fruit Shoot has launched a new campaign championing the importance of freedom of expression and creativity in children after research revealed parents’ concerns that pressures from society were preventing kids from discovering their passions.
The ‘It’s My Thing’ ad, created by Iris, uses real children over actors to show carefree kids doing what they love, including a train-obsessed 10 year-old Freddie and young Ellie whose ‘thing’ is being an equestrian gymnast.
Kirsty Hunter, brand marketing director at Robinsons owner Britvic, said: “Parents told us they feel the category, as well as wider marketing and culture, feature stereotypical and one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them and we felt we had to respond to that. This is a real step change, not just for Britvic, but for the whole category.”
Andy Taylor, executive creative director at Iris, added: “Both the research and our experts’ advice revealed the importance of kids discovering their passion and we managed to find some amazing children who are living proof of how positive this can be for their wellbeing and confidence. We hope by highlighting these kids in the campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to ‘find their thing.”
The FruitShootGB Facebook page will also be promoted as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts and the chance to win daily prizes to help children discover new passions.
A PR and influencer programme, also activated by Iris, will see child health expert, Dr. Ranj Singh, along with television presenter and mum-of-two, Cherry Healey, engage with media and parents, fronting a parenting influencer event in partnership with Mother’s Meeting.