The Big Rewild for Innocent - Best Use of Brand Experience Winner - Frank PR - The Independent Agency Awards 2023

Campaign Summary:

In February 2022, innocent’s green credentials came under fire, resulting in an ad campaign pulled by the ASA, along with a storm of negative media coverage. It was imperative that the brand reclaim their standing as a trusted company that cares about the environment and the way they interact with it.

Enter The Big Rewild – an initiative designed to spotlight the importance of rewilding. We had our challenge.

We needed to think big, and you don’t get much bigger than Trafalgar Square, a place emblematic of national pride and British history, not to mention one of the most recognisable spots in the world. Overnight, we transformed Trafalgar Square into London’s very own Garden of Eden; a lush, green garden filled with plants, trees, and flowers. Moreover, to hit the message home, we distributed 3 million wild-flower seeds to the tens of thousands of people who travelled to visit.

Was it a success? Well, the proof is in the pudding. Blanket coverage on every news outlet, whilst also banging the innocent drum on social via influencers and cracking UGC. Crucially though, the story that innocent’s own orange juice was going carbon neutral was emphatic in every piece of coverage.