HHCL & Partners to target parents with Robinsons TV work

HHCL & Partners has developed the next stage in its ad campaign for

Britvic's Robinsons Fruit and Barley squash range, targeting parents in

a bid to increase household penetration of the brand.

Two 30-second animated TV spots break on 14 May and continue the 'feed

their imagination' strapline used in the brand's advertising over the

past three years. They aim to demonstrate empathy with parents'

enjoyment at watching their children grow up.

One ad features a young boy reciting an ode to his mother. The other

shows a little girl singing her father's praises in the same way. Both

are animated films, mixing live footage with computer imaging


HHCL's planner Rus Lidstone said: 'We wanted to turn the focus away from

a kid's view of the world around them, towards a view of their parents.

It has proven to be rich territory for a brand we all grew up with.'

The ads were written by Jayne Marar, art directed by Jo Webb and

directed and animated by Tim Hope through Passion Pictures. Media

planning and buying is through MindShare.

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