Innocent set to launch £3.5m ad campaign to promote its charitable element

Innocent is set to launch a £3.5m campaign in January as it looks to promote its new ‘taste good does good’ proposition, including how it gives 10 per cent of profits to charity.

Developed by 101 in conjunction with Innocent’s in-house team, the campaign looks to provide a more ‘joined-up’ marketing strategy.

Dave Pickup, Innocent MD, told The Grocer: “When we looked at our campaigns over the past few years, we felt each was quite rational and product focused. Having a more joined-up approach ensures we have a communications vehicle that works across everything we do and make.”

Discussing the future, Pickup added that there will be customer marketing promotions, sampling activity and new product development.

The TV ad for the campaign was shot in Uganda, and shows the story of Joseph, a boy whose family was helped following donations from the Innocent Foundation.

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