The campaign, which will run for six weeks from June 1, is aimed at driving sales across the entire squash brand’s portfolio. It will include sponsorship of Henman, on-pack promotions,
outdoor poster ads, sampling at Wimbledon and PR.
Two on-pack promotions under the banner Love Wimbledon? will run across the Robinsons range from mid-June. The first targets families and is a collector scheme for a limited edition platinum Slazenger racquet designed by Henman.
The second offers an instant win on packs of Robinsons High Juice and Robinsons Barley Water, with a choice of two prizes. One is the ultimate Wimbledon experience - six tickets to the finals weekend, a behind-the-scenes tour and four nights’ accommodation. The alternative prize is a chance to umpire a live match between Tim Henman and rising British star Andrew Murray in the competition winner’s back garden (or at a chosen venue), plus a signed Tim Henman tennis kit and big-screen plasma TV for the duration of the competition.
“Our Robinsons’ Wimbledon programme gives consumers the chance to experience the championships in a personal way,” said Robinsons’ brand controller Jonathan Gatward. “Our research has shown that Robinsons and Wimbledon are integral to the British summer.”