Europe’s leading healthy drinks company Innocent Drinks has launched a new immersive campaign to spread the power of fruits and veggies, as well as to raise awareness about the importance of healthy soil.
The campaign also strengthens the connection between Innocent’s drinkers and growers. Carol Feeley, executive creative director at Innocent Drinks, said the campaign shows their passion for fruit and veggies. “It also highlights our commitment to invest in regenerative farming practices for the long term. Without the underground, we wouldn’t exist. We rely on fruits and veg to make our drinks, and both need healthy soil to grow. That’s why we recently relaunched our Farmer Innovation Fund, offering £1 million in grants to support regenerative agriculture projects within our supply chain.”
Feeley said they wanted to take commuters on a journey underground. “So we thought we’d literally do that by taking commuters deep into the soil in a campaign called ‘We love the Underground’. It’s a great example of our distinctive tone and voice, and communicating playfully and unexpectedly. We hope the campaign inspires passengers to take good care of what’s underground so we can all keep enjoying fruit and veg for years to come.”
Anto Chioccarelli, marketing specialist for Global’s outdoor business and one of the judges of the Contagious competition, said the judges agreed that Innocent should win. “It’s a perfect example of a campaign designed specifically for Elizabeth line stations, from huge digital gateway screens to full-motion escalator ribbons. The marketing and creative teams at Innocent truly considered the unique underground environment and created not just a campaign, but a rich experience for commuters.”
She believes this campaign is a powerful creative idea that’s engaging and warm. “It blends entertainment with education about the crucial role healthy soil plays in nourishing the fruits used in Innocent’s drinks. It uses storytelling to connect with commuters on an emotional level, making the message memorable and impactful.”
Moreover, Kirsty Hunter, Chief Marketing Officer at Innocent Drinks, said they are passionate about spreading the power of fruit and veg. “We know that most of us need to get more of it, and we have an important role to play in getting the message out there. Our drinks are an easy and delicious way to get more fibre, vitamins, minerals, and phytonutrients into our diets, offering lots of different health benefits.”
Hunter added the campaign is basically to encourage people to enjoy a variety of different colored fruits and vegetables as part of their healthy balanced diet.
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