Mini Mudder Case Study
Promoting active lifestyles – Fruit Shoot Mini Mudder
We continue to encourage active lifestyles through our marketing campaigns and brands and this year inspired 2.6 million people to actively play together in support of our 2020 goal of inspiring and encouraging 20 million people to actively play. In February 2015, we launched a flagship global partnership between Robinsons’ Fruit Shoot and international events organiser Tough Mudder to jointly hold a series of unique ‘Mini-Mudder’ events for children.
The events are designed to inspire children to enjoy activity, explore their adventurous side and experience the power of teamwork, and are held across the UK, Ireland and the US. More than 13,000 attended the events last year, with 6,500 children having participated and we plan to expand the format and inspire more children to get active in 2016.
In France, Fruit Shoot is the main sponsor of “The Mud Day Kids by Fruit Shoot” which, like Fruit Shoot Mini Mudder, is an event that aims to get kids active and muddy! More than 2,500 children have taken part at one of the four events.
Taking inspiration from the development of Fruit Shoot Mini Mudder, this year our Indian team successfully linked Fruit Shoot with the inaugural Chotta Desi Warrior, India’s own world class obstacle run for kids, becoming the official beverage partner. We have exciting plans to sponsor further events in 2016 to support the active play message.