Innocent Appoints Mother to Pan-European Account

Mother has been appointed by Innocent as its new communications agency after a competitive three-way pitch. The partnership will centre on the development and coordination of brand communications across Innocent’s rapidly expanding pan-European business. 

Established in 1999, Innocent has grown from a homemade smoothie stand at a music festival to the UK and Europe’s number one smoothie brand, with a truly international footprint.

Tim Clarke, Group Marketing and Innovation Director, Innocent, said: "We were very impressed by all of the agencies we met throughout the pitch process. Mother in particular really grasped our ambition, and we're excited to have them on board as our agency partner as we drive the continued growth of the business across Europe and reach our goal of becoming Europe's favourite little juice company.”

Throughout the pitch process, Mother and Innocent consistently found synergy in their ideas, ambitions and strategies for the brand, developing a strong relationship from the outset and building a solid foundation for upcoming work.

Katie Mackay, Joint Head of Strategy, Mother, added: “A wonderful little juice company with a great big story to tell; we have some juicy work in the making, and are absolutely delighted to be working with innocent.”