innocent’s Big Knit campaign turns ten this November, and to celebrate, the behatted smoothies will be found in more retailers than ever before.
The smoothie producers have partnered with 12 different customers to pop over a million little woolly hats on innocent smoothie bottles in thousands of stores around the country, with the promise of donating 25p to Age UK for each be-hatted smoothie sold, to help older people keep warm in winter.
James Peach, innocent smoothie brand manger, says “We’re delighted to be working with so many different customers on the Big Knit this year. It means our campaign can reach more shoppers in more towns than ever before and we can raise more money than ever before for this important cause. We believe the retailers will also benefit from the significant media spend we’re putting behind the campaign, encouraging consumers to head in store to pick up behatted smoothies.”
That’s why ten years ago innocent had an idea to ask people to knit them tiny woolly hats and put these hats on smoothies. For each one sold they donated money to help Age UK.
One decade on from its launch in 2003 innocent have knitted 4 million hats and raised a whopping £1.3 million for Age UK.