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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.
The 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.
If you have any questions or want to find out more information, please contact the Big Knit team at firstname.lastname@example.org
You can follow the campaign on Facebook, or on Twitter. If you tweet about the Big Knit please use the hash tag #BigKnit
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.
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 email@example.com or call 020 3033 1356
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Business in the Community survey on the benefits of Cause Related Marketing.
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