Innocent juice campaign will run despite Indian mangoes import ban

Innocent will launch an ad for its juice range that explains the Indian provenance of its mangoes as planned tomorrow despite a European Union ban on the import of mangoes from India. 


brightcove.createExperiences();

The EU has today (2 May) ordered that shipments of the fruit be suspended after consignments of the fruit became infested with fruit flies.

Innocent’s ad, which breaks tomorrow (3 May), features the story of Bedrul in India who day-by-day hand-turns the mangoes that go into one of Innocent Juices’ blends.

A spokeswoman for Innocent says: “We will still be running with our new mango ad as part of the campaign launching tomorrow. The new EU ban is only on whole mangoes.

“The mangoes that we use in our drinks are crushed in India when they’re perfectly ripe, and are imported in purée form and processed under strict safety guidelines, which means that our drinks are 100% safe to drink.”

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 second ad tells the story of Joachim in Germany who picks only the best tasting “secret” apples from a bleeped-out location. 

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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