Innocent is emphasising its purity in a £5m campaign - its biggest marketing budget to date - that plays with a recipe concept and reinforces its core values.

Activity includes TV, press and outdoor advertising, a targeted door drop with money-off vouchers, roadshows and sampling, as well as a revamp for the brand's quirky web site. TV commercials breaking on Wednesday (12 July) illustrate what goes into an Innocent smoothie and what doesn't, and feature the strapline 'Nothing but nothing but fruit'. Press ads in food titles and Sunday supplements, posters at Asda and Sainsbury sites, all rolling out next month, take the slogan a little further, by adding 'And a nice long sleep in a field'.

Charlotte Rawlins, head of communications, said: "We have driven amazing growth of smoothies. To continue to lead this, we need consumers to understand what's different about an Innocent smoothie and why they should choose one over other drinks."