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Robinsons has undertaken a strategic move towards shifting its target audience to concentrate solely on mums, in response to public pressure about healthy products.

Inspired by Robinson's brand essence -- "Helping one generation care for the next" -- Bartle Bogle Hegarty has developed the idea "With Robinsons, help your kids fulfill their potential" in its latest drive for the brand.

The ad uses a simple animation style to tell the story of a seed that starts life buried deep underground. As it's sprinkled with Robinsons squash from a watering can, the seed comes to life, stretching out its arms and sprouting upwards. It bursts through the soil and grows into a flower, which in turn sprouts a little child.