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Innocent taps Mother for a smooth growth in Europe


Innocent has selected Mother as its new communications agency, taking the crown after a three-way pitch.

Mother is tasked with developing brand comms across an expanding Pan-European business.

Tim Clarke, group marketing and innovation director, Innocent, said: "We were very impressed by all of the agencies we met throughout the pitch process.

“Mother in particular really grasped our ambition, and we're excited to have them on board as our agency partner as we drive the continued growth of the business across Europe and reach our goal of becoming Europe's favourite little juice company.”

Katie Mackay, joint head of strategy, Mother, called Innocent a “wonderful little juice company with a great big story to tell,” she added “we have some juicy work in the making, and are absolutely delighted to be working with Innocent”.

The move comes as the company is looking to launch a new brand positioning next year, one that it hopes will help it to reconnect with a younger audience and build a “consistent creative platform,” Mother will be greatly involved in this process.

Innocent was founded in 1999.