Innocent lures Nestlé marketer

Innocent Drinks has ended its search for a marketing director by poaching Nestlé head of brands at Cereal Partners Gareth Helm.

Helm was responsible for driving the health agenda for brands such as Shredded Wheat, Cheerios and Shreddies and championing the introduction of whole grains across the company’s breakfast cereal portfolio.

Jamie Mitchell, who was promoted from marketing director to UK managing director in October, says: “We are really excited about appointing Helm to this role. Innocent now stands at 64% market share, but there is still plenty we can do to grow. We want people to understand the benefits of drinking smoothies and whole crushed fruits. And we want to remain inspiring and innovative.”

Innocent Drinks is launching its ad biggest campaign to date in January, costing £3m and running across television, press, outdoor, online and below-the-line activity. The TV ad stars Innocent’s creative director Dan Germain who explains the difference between a smoothie and a juice. The campaign was created collaboratively by Lowe and Innocent Drinks’ in-house creative team.