Soft drinks giants back regeneration

Running from February to October, Transform Your Patch will regenerate parks, playgrounds, skate parks and football pitches.

Every soft drink purchased in pubs represents a real 1cm² piece of land to be transformed. To get pub- goers involved, outlets will receive PoS kits consisting of posters and table-talkers.

Britvic has identified around 165 projects of various sizes to be transformed, distributed evenly across the 11 regions of Great Britain. A website will give consumers the opportunity to nominate shortlisted projects for additional funding.

The scheme has been created in partnership with re-generation charity Groundwork and the investment will be matched by local authority funding.

Britvic Soft Drinks GB managing director Simon Litherland said: “Transform Your Patch will help transform the visibility and credibility of our brands in a highly competitive market and, more importantly, it will bring people together, fuelling social change and helping local communities create a lasting legacy.”

Ian Patefield, Britvic customer marketing manager for the licensed trade, added: “Pubs are increasingly looking to become a hub of the local community, and successful pubs are very often the ones that are able to make those links.”