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Experiential: Innocent stages new campaign through BEcause
Shoppers and train commuters were treated to another quirky marketing initiative from Innocent Drinks recently, when the UK's number one fruit smoothie brand laid real grass in the middle of shopping centres and train stations for an experiential sampling campaign by BEcause (formerly LoewyBe).
The initiative ran at eight strategic locations around the UK, tapping into the nation's New Year health resolutions by promoting the healthy properties of the fruits used in Innocent smoothies.
Shoppers sampled product and interacted with brand advocates on a theatrical set featuring the natural smell of fresh grass, displays of fresh fruit and product, and picnicstyle seating. A competition offered consumers the chance to win a year's supply of Innocent smoothies by writing a short description of how they would make 2007 better.
The campaign exceeded its sampling target by 20%, with the feedback from consumers and venues positive. Lisa Hall, Promotions Manager at Bluewater Shopping Centre, commented:
"When the innocent promotion visited Bluewater, it provided guests with a great opportunity to experience all the different tastes and flavours of the brand. The staff were highly professional and interacted well with everyone that visited the area. The display worked well within the space compounds and visually offered a point of difference in the mall helping to draw people over."
07 March 2007