Robinsons is kicking off its third year as The Hundred’s Official Soft Drinks Partner with a campaign set to see both shoppers and retailers score big this summer. Launching a new on-pack promotion, Point-Of-Sale (POS) free trial kits and an exclusive retailer competition, the brand is helping to drive sales ahead of and during the popular cricket tournament.
The Hundred was a huge success last year, with 580,000 tickets sold, which was a record figure for the tournament This presents a significant opportunity for retailers to maximise soft drink sales around this year’s tournament with Robinsons’ 2024 campaign.
New for this year and set to drive even more awareness among shoppers, the on-pack promotion is rolling out across both Robinsons’ Ready To Drink and core ranges. Over 100 lucky consumers will be in with the chance of winning a pair of tickets to The Hundred cricket competition, which will be released weekly via a QR code on-pack.
After a very successful on-pack promotion last year, which saw 18,242 entries, Robinsons will be further supporting retailers in leveraging this opportunity through providing disruptive free trial POS kits and social media assets – available through Britvic’s At Your Convenience platform.
What’s more, five retailers will be in with the chance of winning a cricket bat and a free case of Robinsons Ready To Drink Raspberry and Apple 500ml when submitting a picture of their POS activated in store.
Ben Parker, Britvic’s Retail Commercial Director in Great Britain, comments: “Robinsons is proud to be in our third year as The Hundred’s Official Soft Drinks Partner, a collaboration that allows us to continue supporting retailers in increasing basket spend throughout the summer sporting months. This summer is set to be huge for cricket and as the UK’s number one squash brand, Robinsons is well placed to help retailers maximise the category, which is the fourth largest within convenience.
Robinsons Ready To Drink is currently worth £15.8m in the convenience channel with on-the-go formats increasing in importance to the channel. As a result, our latest on-pack promotion is set to help convenience retailers tap into both of these missions during The Hundred Cricket tournament, with our At Your Convenience activity ensuring they can maximise this opportunity with disruptive activations, whilst being in with the chance to win some exciting prizes for themselves.”
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