Robinsons, the number one squash brand in the UK1, has announced it will be the official sponsor of James Martin’s Saturday Morning with its Cordials range. The popular ITV programme returns for its second series next Saturday 1st September.
The sponsorship was secured by m/SIX, long-standing media partner to Robinsons and parent company Britvic. The idents were by created by Saatchi & Saatchi.
Robinsons Cordials, which launched in 2017, is the most sophisticated Robinsons range yet and is designed especially for adult palates. Since its launch, the Cordials range has already grown to become a £4m brand2 by attracting a new adult customer base into the segment. As a result, it is driving growth in the premium cordials market, one of the fastest growing in the category at +38.9% 3 , as well as increasing purchasing frequency and household penetration4, showing the ongoing customer demand for premium soft drinks like Robinsons Cordials.
After an incredibly strong start, Robinsons is investing further into the brand with the ITV programme partnership, to drive growth in the lead-up to Christmas.
Bruce Dallas, Marketing Director at Britvic, commented: “The launch of Robinsons Cordials has really strengthened the brand’s offering by providing adult consumers a premium squash from a trusted household name. We can already see from the sales performance that the range is proving a big hit with consumers and, as a result, is popular with customers as well.
“We are confident that the partnership with James Martin’s Saturday Morning will unlock further sales opportunities with a wider audience. Every Saturday, the range will be showcased in front of millions of viewers across the UK, therefore we advise customers to ensure that they stock up on the range and capitalise on the extra exposure.”
Bhavit Chandrani, Content Partnerships Controller at ITV, said “James Martin’s Saturday Morning provides a unique start to the weekend with the programme filmed in James’s own home and featuring fantastic celebrity guests. We’re delighted to welcome Robinsons Cordials as sponsor for the upcoming new series.”
Mike Enness, Head of Client Services at m/SIX, said: “We are really excited by this partnership: the opportunity to bring together Robinsons premium Fruit Cordial range with James Martin’s Saturday Morning was simply too good to miss. The brands sit really well together, not only in terms of audience but also time of day.”
For the latest news and updates visit www.sensationaldrinks.com.
m/SIX is the UK’s fastest-growing media planning and buying agency. A new-model, international media network born in the addressable age with digital and data at its heart. m/SIX is backed by WPP, the world's largest communications agency network, and embraces a unique ownership structure between The&Partnership and GroupM. m/SIX offers clients something unique: the very best media pricing in the market coupled with deep creative empathy. Clients include TalkTalk, Toyota, Lexus, Britvic, News UK and Virgin Money.
1 Nielsen Scantrack Total Grocery 52W Value Sales 07.07.18
2 Nielsen Scantrack Total Grocery 52W Value Sales 07.07.18
3 Nielsen Scantrack Total Grocery 12W Value Sales -07.07.18
4 Source: Kantar Worldpanel 12WE 17.06.18