TV and Print ads announce “We’re back” and will run in national papers from Monday (3 September) alongside TV ads which will run from mid-September until November.
Ads will use the strapline: “Fruit Shoot is back, go get it”. Advertising will be supported by PR and in-store activity.
The reassurance campaign, as previously revealed by Marketing Week, aims to make sure that parents are aware that the children’s drinks are back in stores and are safe for children.
It will be hoping the campaign kick-starts sales and helps recoup some of the £25m Britvic estimated the recall would cost in lost sales and profit.
Jonathan Gatward, Britvic Soft Drinks GB marketing director, says: “We’re delighted that we are now able to deliver Fruit Shoot back on shelf so that the brand’s loyal fans can enjoy this popular drink again. We’re confident that our heavyweight communication plans will reassure parents that the brand that first created the kids soft drink sub-category is available and here to stay.”
Britvic began distributing the drinks to shops this week and will gradually return to full availability.