innocent: The big rewild

innocent, a smoothie brand, re-established itself as a company that cares about the environment by turning Trafalgar Square in London into lush, green garden space with its campaign The Big Rewild.

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...

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