innocent danced onto the food and drink scene in 1999 and did more than just bring us a host of tasty fruit concoctions.
Prior to the launch of innocent, food packaging had been a fairly staid affair. You’d get the brief description, boasting “British beef” and “red wine gravy”, if they were being really inventive (I’m imagining a cottage pie, here, not a smoothie). There’d be a glossy photo on the box and then all the boring ingredients and bits and bobs on the back. And that would be it. How to market food the dull, predictable way.
Enter stage left, innocent.
I love innocent because they really know how to use copywriting to enhance their brand and connect with their customers.
Journalists get hundreds of press releases every day so you need to make sure yours stands out from the crowd. The key is to write a story that doesn’t get sent straight to the trash bin and doesn’t result in you being put on that journalist’s junk mail list. Read on to find out how.