Innocent on the ‘snowball’ effect of its 20-year-old ‘Big Knit’ campaign
Innocent practices ‘disruptive consistency’ in its marketing, balancing long-term initiatives like the Big Knit with shorter-term activity to drive buzz.
Innocent Drinks’ ‘The Big Knit’ campaign has had a “snowball” effect for the business, driving an increasing amount of value each year since first launching 20 years ago, head of brand Emilie Stephenson says.
The Big Knit initiative has been going since 2003 and is carried out with charity partner Age UK. Knitters are invited to make small hats which go on top of Innocent smoothie bottles, with 25p from each bottle sold donated to the older people’s charity.