Innocent Drinks recently treated shoppers and train commuters to a quirky marketing initiative, when the fruit smoothie brand laid real grass in the middle of shopping centres and train stations for an experiential sampling campaign.

The initiative ran at eight strategic locations around the UK, tapping into the nation’s New Year health resolutions by promoting the healthy properties of the fruits used in the company’s drinks.

Turfed out: Shoppers get a taste of the country life

Shoppers sampled product and interacted with Brand Advocates on a theatrical set featuring the natural smell of fresh grass, displays of fresh fruit and product, and picnic-style seating. A competition offered consumers the chance to win a year’s supply of Innocent smoothies by writing a short description of how they would make 2007 better.
 
The campaign exceeded its sampling target by 20%, with the feedback from consumers and venues alike extremely positive.

"When the innocent promotion visited Bluewater, it provided guests with a great  opportunity to experience all the different tastes and flavours of the brand,” said Lisa Hall, Promotions Manager at Bluewater Shopping Centre. “The staff were highly professional and interacted well with everyone that visited the area. The display worked well within the space compounds and visually offered a point of difference in the mall helping to draw people over."

And its experiential agency has rebranded...
The experiential campaign was created by BEcause Experiential Marketing (formerly LoewyBe). The company rebranded this month as part of an “aggressive marketing drive designed to keep the agency at the forefront of the rapidly evolving experiential sector”.

“Although LoewyBe is a well established name in our sector, we feel the time is right for a more expressive name and identity that projects our business in a more intriguing way,” says Joss Davidge, Marketing & Business Development Director at BEcause.  “We firmly believe Experiential Marketing is the answer to all kinds of marketing challenges.  The name BEcause Experiential Marketing will give us a fresh creative platform from which to communicate our skills and our beliefs as we continue to grow.”