Category: Creative work | 22nd Dec 2008

Innocent Drinks is set to launch a post-Christmas marketing campaign that will cost £8 million.

The healthy living brand has created an advertising strategy running across national press, poster and "below the line activity", which will emphasise the importance of eating five portions of fruit and vegetables every day.

According to Innocent, 87 per cent of consumers are still failing to eat their allotted proportion of fruit and vegetables every day, despite the inherent health risk that this can cause.

Jo Simmonds, head of brands at Innocent, believes that this message will be particular relevant in January.

She told Brand Republic: "Making sure you eat your five portions of fruit and veg is a great way to get healthy in the New Year … The campaign supports our broader mission to make food and drink that tastes good and does you good."

Innocent Drinks presently has 70 per cent share of the UK smoothie market and sells around two million every week.

HS&P's creative team is led by Andy Barwood, Paul Zeidler and Lindsay Jones. Award-winning, integrated creatives, working with strong online and offline production teams to deliver their ideas.

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