Executive Summary
In February 2022, innocent's green credentials came under fire, resulting in their ad campaign being pulled by the ASA and a storm of negative media coverage. The brand needed to reclaim their standing as a trusted company that cares about their impact on the environment. They needed a campaign that showcased their green credentials - but in the right way.
Enter The Big Rewild- innocent's biggest ever green initiative to date - raising awareness of the importance of rewilding (allowing nature to take over areas of land, enabling biodiversity), encouraging the nation to take part and...