innocent Drinks, Europe’s leading healthy drinks company, is sharing its passion for fruit and veg in its new pan-European campaign: “Even more innocent”.

The multi-channel campaign is innocent’s first major advertising campaign in over 18 months and launches across major European markets, starting in the UK on Monday 15th April. Across all formats, the brand playfully highlights how much fruit, vegetables, and vitamins are packed into their juices and smoothies.

As the juices and smoothies are so packed with goodness, none of the adverts created for the campaign are able to fit all the benefits from the drinks. Whether that’s on in store posters, on social, online video or across OOH poster sites each ad runs out space or time before everything can be covered.

“Even more innocent” champions its super smoothies and iplus juices as part of the brand’s wider ambitions to lead in the functional drink space.

Through the campaign, innocent aims to inspire consumers with the power of fruit and veg. The World Health Organisation recommends eating 400 grams of fruit and veg a day, yet only 12% of Europeans are getting their recommended daily allowance.

The campaign was developed in close partnership between innocent Drinks’ in house creative team and their creative agency Neverland. Films for the campaign were directed by Abbie Stevens of Myth Smyth production house.

Media for the campaign has been planned and bought by EssenceMediacom.

Find out more on neverland.