The £3m campaign will run until early next month and includes a new TV ad supported by posters in the London underground and national mainline stations, as well as press adverts and online activity. A four-week sampling campaign will take place in stations and shopping centres.
As The Grocer's Top Products Survey 2006 revealed, Innocent is by far the biggest brand in smoothies with sales topping £80.5m, a 168.4% rise on the previous year. The latest Mintel research shows the total smoothies market has grown 523% in the past five years to £134m.
Innocent is also launching a smoothie of the month initiative - a limited-edition 250ml bottle - starting with Beetroot, Apple, Pear & Ginger (rsp: £1.79), as well as a Breakfast Smoothie made with oranges, mandarins and raspberries (£2.99 for one litre).