Innocent burst into the market in 1999 with their ‘full of goodness’ smoothie drinks. Back then, smoothies were quite a new concept, but now, they are everywhere, and it all started with these great tasting, natural smoothies. What’s great about the Innocent brand is that it has stuck to its roots, and their philosophy of churning out drinks full of ‘innocent’, fresh fruit and veg - as well as being an ethical supplier - is the same today as it was back in ‘99. Their latest Innocent campaign 2014 continues their ethical and ‘full of goodness’ approach with a ‘chain of good’ message.
The Innocent campaign 2014 is called ‘chain of good’ because it wants to draw attention to the fact that not only is Innocent smoothies full of goodness, but that a fantastic 10% of the profits from every drink go to charity. There is a TV ad which shows how one man’s Innocent smoothie purchase reaches all the way to Uganda and how a family benefits; from being able to buy a cow, to being able to fund education for their children, which leads to further education and the ability to do skilled work, which leads to a better life. It is a very powerful message with a great feel good factor...buying Innocent smoothie’s makes you feel good - and it does good too! Dave Pickup, Innocent UK managing director explained, ‘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.’
To advertise their latest Innocent campaign 2014, the company issued press releases to various marketing magazines, dedicated a page to the campaign on their website and invited people to spread the word via twitter and facebook. The TV ad followed, running across TV, outdoor and digital.
As a food business, you can take inspiration from the Innocent campaign 2014; do you have a great story behind your products? Can you do something good for the community, or give something back like Innocent does? If the answer is yes, speak to Eat Marketing today, we can help you devise a campaign that not only markets your food business, but that also lets people know what you pass on from your food business. Give us a call to arrange a no obligation meeting and we will get some new marketing ideas flowing!
