innocent - the big knit

innocent drinks -
award-winning, cause-related marketing

innocent have partnered with Age UK for the last 10 years on an innovative cause-related marketing campaign called The Big Knit.

The project initially started with older people from Age Concerns around the UK‚ innocent consumers and Sainsbury's staff knitting little woolly hats to place on the top of innocent smoothie bottles. Hats are knitted by knitting groups with the local Age UKs and knitting groups across the country.

innocent logoThe behatted smoothies are sold nationwide and for every one sold innocent donate 25p to Age UK. Last year innocent smoothies with hats on were sold in Sainsbury’s, Boots, Waitrose, Tesco, WHSmith and Asda as well as stores such as Planet Organic.

In 2013 we raised over £244,000 by knitting over 1 million hats. The funds raised will go towards funding local and national projects to help keep people in later life warm and well in winter; including lunch clubs where hot meals are provided, giving older people hot water bottles and blankets, funding home visits and providing local befriending services.

Since the Big Knit started we have raised over £1.75million.

If you have any questions or want to find out more information, please contact the Big Knit team at

You can follow the campaign on Facebook, or on Twitter. If you tweet about the Big Knit please use the hash tag #BigKnit

Wider impacts of the campaign

What sets this cause-related marketing campaign apart from many others is that it is so much more than an on-pack promotion. Not only does it raise much needed funds‚ it also engages directly with our service users and consumers through the mechanism of knitting.

Promotion impacts

  • Older people have the opportunity to pass on skills to less experienced knitters giving them a sense of self-worth
  • It brings people together in knitting groups, creating new friendships and tackling the social isolation of older people
  • Raises much needed funds to help people in later life stay warm
  • innocent’s consumers are actively engaged by being encouraged to knit hats
  • innocent see it as a quirky way to give something back to society and to increase brand love
  • 37.6m opportunities to see created through PR activity

The Big Knit campaign won the Business in the Community National Example of Excellence for Cause-Related Marketing Award at the BitC Awards for Excellence.

To find out more, visit innocent’s The Big Knit website.

If you would like to discuss cause-related marketing opportunities with Age UK please contact or call 020 3033 1356

Your Age UK

Set your location to see what Age UK offers in your local area.

Call Age UK:
0800 169 8787

Useful website


Close window
Display options

Set the appearance of this website so you can read it more easily

Text size


To see information relating to Northern Ireland, Scotland or Wales set your preference below: