The “Put on a Panto at Home” campaign will highlight the brand’s sponsorship of First Family Entertainment’s pantomimes.
The promotion will be supported on-pack and through POS material. Families will be directed to go on a newly created website for instructions on how to produce and stage their own panto at home.
The promotion will also run in conjunction with Robinsons’ national “Search for a Star” campaign that seeks out budding performers aged six to 16 to star in local shows.
Leslie Davey, Robinsons brand director, says: “Pantomimes have always been a highlight for families at Christmas and Robinsons continues to refresh generations of families, so we felt this was a perfect partnership.
“For retailers, it will drive visibility and interest around the important squash category during the key Christmas selling period.”