Video: Innocent Juice 2014 ad
The multiplatform campaign, developed by creative agency 101, shows the stories of the lengths Innocent Juice’s suppliers go to in order to pick and tend to the fruit that goes into the product.
The two TV adverts, which launch on 3 May, tell the stories of Joachim in Germany who picks only the best tasting “secret” apples from a bleeped-out location and Bedrul in India who day-by-day hand-turns the mangoes that go into one of Innocent Juices’ blends.
The campaign also points out that Innocent donates 10 per cent of its profits to charity, as part of the brand’s three-year pledge to link all marketing activity back to its “Tastes Good, Does Good” theme.
Mark Paterson, Innocent senior brand manager, told Marketing Week that the aim of the campaign was to talk about the taste of the brand’s juices, not in a generic way, but in a “very Innocent way”.
He added: “With our big ATL we want to make even more about emotional engagement and less product centric in the way in which we talk”.
Grocery value sales of the pure juice drinks category declined 1.8 per cent year on year to £1.1bn in 2013, according to the Britvic Soft Drinks Review. However, Innocent says the chilled juice sub-sector, in which its products sit, marked a value sales increase last year.
Helen Pomphrey, Innocent UK head of brand management, told Marketing Week the chilled juice market is “challenging” but there is strong opportunity for growth in juice blends, particularly for different dayparts beyond breakfast where supermarket own-brand orange juice dominates.
The new campaign forms part of Innocent’s multi-year strategy to drive brand awareness, which began in January with the launch of Innocent’s “Chain of Good” push that highlighted the company’s charitable donations as well as the nutritional benefits of its products.
Pomphrey says the initiative has already shown early signs of success, with indicators such as awareness, brand love and regular buyers all improving since the January launch across its portfolio.