An Innocent Lovestorm

All the talk about brand experiences and strategic thinking might sound like we’re not engaged in executing small yet smart ideas. Our work for British smoothie makers Innocent shows that we will always go the extra mile for a good idea.

Our Austrian office teamed up with Austrian agencies Spinnwerk and Union Wagner and executed the campaign #LetsLovestorm for Innocent. On its bottles, Innocent asked its consumers to post positive thoughts, experiences or good deeds to, and share them on social media. Whenever a positive thought was shared on social media, Innocent donated 10 cents to a good cause. Selected winners were also visited by Avantgarde’s brand ambassadors with the infamous “Grassy Van”, and received a goodie-bag full of fresh smoothies.

The roadshow stopped in nine cities across Germany, Austria and Switzerland and some 7000 smoothies were given away to the surprised winners. The whole roadshow was filmed and turned into short clips on 

Spinnwerk was responsible for the campaign idea and digital execution, Avantgarde took care of the roadshow, and Union Wagner worked on packaging and copy.