Woolly hats take gold

Remember those little woolly hats that came on the top of Innocent smoothie bottles? Well on Monday they won a National Example of Excellence award for being an inspiring example of positive business impact in the community, marketplace, workplace and environment.

Innocent’s campaign, Supergran 2006, triumphed in the Cause Related Marketing category and the company was presented its award by Prince Charles and environmental pioneer Al Gore at a ceremony at the Royal Albert Hall.

Running over the four weeks leading up to Christmas last year, tiny woollen hats were knitted by people in Age Concern centres for Innocent smoothie bottles that were sold in selected retailers, including Sainsbury’s and EAT. For each bottle that was sold Innocent donated 50p to Age concern to help the charity keep elderly people warm over the winter period.

But it wasn’t just the money-raising qualities or originality of Supergran 2006 that caught the judges eyes. The campaign also encouraged social interaction, as older people were brought together in knitting circles to produce the minuscule hats.

Innocent already has plans afoot for this year’s follow up – The Big Knit, a bid to produce 400,000 tiny, money-raising hats.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here