THE CHALLENGE/OUR APPROACH Fruit Shoot is the ready-to-drink kids brand from Robinsons. With an existing 98% awareness amongst kids, the challenge was to create a PR campaign that was both newsworthy and exciting and relevant to kids. piranhaKid created The Great Fruit Shoot Out tour, in four, major UK cities, working with kids’ summer holiday playschemes. Kids were invited to shoot penalties against former premiership goalies, with the events hosted by former Atomic Kitten, Kerry McFadden. RESULTS Coverage appeared in Daily Record, Scottish Sun, Daily Sport, Star on Sunday, Funday Times, Toxic, Beano, takeoverradio and regional press nationwide.