Innocent, known for its smoothies and juices, aims to leave the planet a little better. For them this means: healthy people who live in healthy communities on a healthy planet. Therefore Innocent introduced ‘De Grote Vergroening’ last summer – in which households are called to action to make the Netherlands a little greener and therefore healthier. This moment was linked to the introduction of Innocent’s CO₂ neutral neutral orange juice.
Fitzgerald developed its Eigen-Tuin-Aan-Huis-service to lend a hand with consumers with becoming more green. Anyone who shared a photo on Instagram between 21 (start of the summer) and 26 June of a breakfast with the CO₂ neutral orange juice of Innocent in the lead role, had a chance to win an extensive greening of their garden or balcony from gardener Henk Hark.
To create some commotion prior to the competition and bring the ‘service’ under the attention of the consumers, an influencer campaign was set up with various influencers including Victoria Koblenko, family Chakir and Daisy Oppelaar. Through social content, they offered a look at the Eigen-Tuin-Aan-Huis-service while enjoying a delicious Innocent breakfast.
Thanks to this campaign, we reached more than half a million people and we managed to recruit five new Innocent Ambassadors!