Fruit Shoot It's My Thing ad - Karate

Britvic is preparing to kick off It’s My Thing, the latest campaign for Robinsons Fruit Shoot.

Celebrating children doing what they are passionate about, the push was borne of the revelation that “pressures from society” were limiting youngsters’ ability to express themselves and preventing them from finding the thing they really love to do, said the soft drinks giant.

A 40-second commercial will make its debut tomorrow (4 March) during Ant & Dec’s Saturday Night Takeaway on ITV. It will be supported by a PR and influencer programme with child health expert Dr Ranj Singh and television presenter Cherry Healey, continuing into the summer.

The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality, with content from adults, brand ambassadors and child health experts, and the chance to win daily prizes to help kids “discover and indulge their passions”.

“Parents feel that marketing tends to feature stereotypical, one-dimensional imagery of ‘perfect’ children and families, which doesn’t represent them,” said Kirsty Hunter, brand marketing director at Britvic. “We had to respond to that.”