Innocent Drinks champions fruit and veg in new ad campaign

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Innocent Drinks, Europe’s leading healthy drinks company, is sharing its passion for fruit and veg in its new pan-European campaign.

The multi-channel campaign is innocent’s first major advertising campaign in over 18 months and launches across major European markets, starting in the UK. Across all formats, the brand playfully highlights how much fruit, vegetables, and vitamins are packed into their juices and smoothies.

 As the juices and smoothies are so packed with goodness, none of the adverts created for the campaign are able to fit all the benefits from the drinks. Whether that’s on in store posters, on social, online video or across OOH poster sites each ad runs out space or time before everything can be covered.

‘Even more innocent’ champions its super smoothies and iplus juices as part of the brand’s wider ambitions to lead in the functional drink space. 

Through the campaign, innocent aims to inspire consumers with the power of fruit and veg. The World Health Organisation recommends eating 400 grams of fruit and veg a day, yet only 12% of Europeans are getting their recommended daily allowance.

“We’re passionate about spreading the power of fruit and veg,” said Chief Marketing Officer at innocent Drinks Kirsty Hunter. “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. Through this campaign, we want to encourage everyone to enjoy the variety of these different coloured fruit and vegetables as part of a healthy balanced diet.” 

The campaign was developed in close partnership between innocent Drinks’ in-house creative team and its creative agency Neverland. Films for the campaign were directed by Abbie Stevens of Myth Symyth production house.