As the exclusive Christmas sponsor of the UK’s only dedicated food channel, Discovery’s Food Network, this year Robinsons will be promoting its full range of sophisticated Fruit Cordials, including the classics Lime & Mint, Pear & Elderflower and Raspberry, Rhubarb & Orange Blossom, as well as its seasonal special, the Apple & Cinnamon Winter Edition.
The sponsorship aims to grow awareness of Robinsons’ range of flavours, increase consideration of the cordial as a winter beverage, and establish Robinsons Fruit Cordials as the go-to comfort brand for those non-alcoholic drinking moments over the festive season and into the new year.
To celebrate Christmas, this partnership with Food Network that was brokered by Sky Media, Discovery and m/SIX, will see the brand tactically align with the channel’s popular festive-food content including James Martin’s Christmas Comforts, The Hairy Bikers’ Home For Christmas and Mary Berry: Country House at Christmas, reaching an upmarket audience who love to indulge at Christmas and make more of the festive period with premium food and drink products.
The creative idents show the familiar Robinsons “child squash expert” sharing dinner party tips for grown-ups, speaking to an upmarket audience looking forward to entertaining over the holidays. It demonstrates that this festive beverage can be enjoyed both traditionally cold and as a “warm serve”, providing an alternative winter warmer during the colder months.
The campaign runs from the 1st October to 31st December, with advertising spanning linear TV, On Demand and Food Network’s digital & social platforms.
Rob Poderoso, Acting Director of Advertising Partners at Sky said: “We’re delighted that Robinsons will be sponsoring Food Network over Christmas with us, during a period where food, drink, family and TV are certainly at the forefront of everyone’s minds. With the festive time renowned for over-indulgence, Sky Media will help Robinsons increase its awareness as an alternative drink of choice for adults over the Christmas period and into the new year.”
Sarah De La Mare, Senior Brand Manager at Robinsons said: “Robinsons is excited to partner with Food Network, with Christmas being the perfect time to drive awareness of Robinsons more grown-up and sophisticated Fruit Cordials range. Food Network is the perfect fit to reach those people who are looking to make more of every moment during the holidays.”
Katie Coteman, VP Advertising and Partnerships at Discovery said “We’re pleased to announce Robinsons as our new and exclusive Christmas sponsor on Food Network. The stunning creative goes live on-air and across digital channels this month and will introduce Food Network viewers to their great range of cordials. As the UK’s number 1 dedicated food channel, we’re the go to destination for advertisers who want to connect with passionate foodies.”
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