Innocent has revealed the new ad central to its £3.5m multi-platform campaign.
The activity, developed in partnership with 101, celebrates the ‘Chain of Good’ that begins with an Innocent drink and aims to highlight the charitable donations it makes and how that money helps people around the world.
A 60-second ad premiered this week and tells the story of Joseph, a boy whose family was helped directly by Innocent ’s partnership with international development charity Send a Cow.
A longer online film is set to be revealed later in January and will show how another charity supported by the Innocent Foundation Practical Action has been able to help a Peruvian family.
The marketing push comes on the back of a year which saw Innocent’s business grow 7.4 per cent.
Dave Pickup, Innocent UK managing director, explained: “2013 was a great year for us, and we have fantastic plans in place to ensure 2014 is another strong year. Our new marketing campaign is the perfect way to share the promise that comes with everything we make: tastes good, does good, does others good.”
Clare Hutchinson, 101 partner and head of strategy, added: “Innocent is an amazing and inspirational company: we wanted to open up the windows and doors of Fruit Towers and share some of the brilliant things they do, so that when you buy an innocent, you know you're getting way more than just a tasty drink.”
The campaign is running throughout January across TV, outdoor, and digital. It also includes experiential activity.