Robinsons' Big Fruit Hunt
THE BRIEF
With the world moving away from single-use plastic and increasingly embracing the use of refillable water bottles for trips out, Robinson's wanted to incentivise a behavioural change, so that when people thought of filling their bottles, they considered adding a bit of Robinsons squash to liven it up.
The result was the aptly named “The Big Fruit Hunt", a location-based experience with virtual fruits hidden across safe green spaces in the UK.
THE EXPERIENCE
Families could take part in the hunt using a smartphone, to collect fruits & fill up their virtual bottle for a chance to win a real Robinsons water bottle and other rewards.
Participating products carried a campaign-specific call-to-action, prompting shoppers to enter a unique code present on the pack. They were then able to play a practice round, where a fruit would be revealed in their current location, before being challenged to play for real and actually walk to a nearby park or green space to find the hidden virtual fruits.
