Britvic launches 'The Robinsons Big Fruit Hunt' AR treasure hunt

David Murphy

Britvic has launched 'The Robinsons Big Fruit Hunt' across Great Britain. It’s a geolocation-based digital treasure hunt powered by augmented reality (AR) that works through the smartphone’s browser, with no need to download an app, and offers thousands of prizes to those who take part. It is running now, until the end of August.

To take part, consumers need to buy a participating bottle of Robinsons over the summer months, scan the QR code on the label and enter their details, including a unique code printed on the label to start the hunt. Using WebAR delivered by
Zappar, families can find virtual fruit placed in parks and other public green spaces located near them. Anyone who manages to find four fruits could win prizes including reusable branded Robinsons water bottles; family activity packs; and money-off vouchers.

As an added bonus and in participation with Tesco, there’s also the option to find a Golden Strawberry in the game to win special activity days out. There are also fun, fruity face filters to take and share with friends and family.

“From our consumer research, we found that our customers loved the idea of getting together as a family and being outside around an activity they could all enjoy,” said Britvic Marketing Director, Leonie Doyle. “A digital treasure hunt was seen as a fun way to bring everyone together and explore their local green spaces in a way they perhaps hadn’t done before. It’s been a hugely ambitious project bringing together all our partners to take the message right through from product packaging, POS, print and even green spaces with AR. It’s great to see it out there and families already enjoying the fun.”