We won’t fib: when Innocent calls, it’s a challenge. Why would the patron saint of tone want our help? Well, even the best need a leg-up every so often. Over the years, they’ve asked us to get involved with some knotty thinking stuff – and a bit of writing too.
Most recently (in November 2018), we’ve helped them think about what to write when they’re not squashing fruit. We ran a workshop with their sustainability, foundation and internal comms people to think about ways to be heard and still sound Innocent-y. Their foundation does a lot of work around the world to stop hunger; their sustainability team practises what they preach (there were no flip charts in our workshop – it’s a waste of paper); and their sourcing team goes out of their way to make sure Innocent’s fruit and veg tastes good and is bought fairly too. We helped these teams find ways to talk about this stuff without getting all ‘key message-y’ and corporate. It was a day of quick thinking, mini campaigns, good ideas and the words to match. We can’t tell you any more about it though, because then we’d have to squash you.
Rewind a few more years and we helped Innocent work out how to pitch, launch and write about their Super Smoothies, and waaaaay back in our early days we wrote a feature for their cook book (written by Anna Jones before she was a ‘name’). Spoiler alert: writing for Innocent is harder than you think. It takes a lot of drafts and the death of many bad jokes to get there.
WHAT WE DID.
+ The words.
WHAT WE DIDN’T.
+ The design. Innocent’s creative team did that.
"I just spat my tea all over my Mac and snorted it out my nose. This is brilliant. Pure brilliance. I am off to lie down and wait for my abs to stop hurting."