The creative for the "Making Britain More Exotic" campaign also features Tower Bridge, which was transformed into a haven for monkeys, exotic plants and flamingos.
The Minimart won the ad account after a three-way pitch to develop press, TV, and outdoor ads. Sponsorship of key ITV programmes including GM:TV, has been bought through Pi Media Communications. Rubicon tasked the ad agency with completing the campaign in just four weeks.
The Rubicon brand includes flavours like mango, guava, lychee and passionfruit and has been a dominant brand in the ethnic community for more than 20 years, having been founded in 1982.
Tim Clyde, managing director of The Minimart, said: "The Trafalgar Square execution was a complex one. The finished image used in the press ad was actually made up of five separate shots of Trafalgar Square and over 80 shots of hummingbird models at different angles."
The Minimart was formed in July 2003 by Clyde, former M&C Saatchi account director working on British Airways and NatWest accounts, and Ed Chilcott, account director at Leagas Delaney, working on accounts including Adidas. Since 2003 Minimart has won business from six clients and has created 14 TV campaigns.
In July, Rubicon signed a deal with GM:TV to sponsor its summer series with idents to run either side of the two-minute guides.
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