Innocent encourages kids to be gardeners
Innocent is readying the launch of a spring marketing campaign for its Kids range to encourage children to get into gardening.
The drinks maker is set to give away a free pack of seeds with every box of Kids smoothies, juice drinks and fruit tubes from February until the end of April.
The giveaway will be supported with a TV advert and online activity, which will see the Innocent Kids website redesigned to look like a greenhouse.
Innocent will also partner with the Royal Horticultural Society for further online activity and Rocket Gardens to offer competitions.
The varieties of seeds include: sunflowers, violets, basil, cress, tomatoes and carrots.
Outgoing marketing director Thomas Delabriere says Innocent’s Kids business grew 22% last year as a result of increased marketing activity tailored at mums and children expanding the brand’s range into juice drinks.
He adds that the new seeds campaign will maintain the “great momentum” of growth.
Delabriere is set to leave Innocent after three years at the company and will be replaced by innovation director Douglas Lamont.
