Britvic is set to launch a multimillion pound marketing blitz for Fruit Shoot, which went back on sale this week after a recall estimated to cost up to £25m.
The ‘We’re back!’ campaign kicks off next Monday with print ads in the national press and consumer media that will run for two weeks. They will be followed by 10 and 30-second TV ads from mid-September to November pushing the message that ‘Fruit Shoot is back, go get it’.
Britvic is hoping to regain all of its old listings after the recall at the start of July resulted in own-label and rival brands such as Capri-Sun taking its shelf space. It was forced to remove all Fruit Shoot products after a new sports cap came off in a six-year-old boy’s mouth, causing him to choke.
The TV and print campaign will thank consumers for bearing with it. Safety fears that consumers may have about Fruit Shoot, which has a new cap described by Britvic as “market proven”, will be addressed more directly by PR. For example, on the parenting website Netmums there will be a live Q&A session this month giving parents the opportunity to ask questions about the brand and the recall.
Other strands of the campaign include in-store posters and coupons to catch the attention of shoppers.
“We’re confident our heavyweight communication plans will reassure parents that the brand is available and here to stay,” said Britvic GB marketing director Jonathan Gatward.
Britvic will also be making more calls to retailers and improving the visibility of the brand in wholesale and cash & carry depots.
Britvic said it was sticking with the £15m-£25m forecast for the total cost of the recall it gave in mid-July.