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Innocent picks Mother as European ad agency

Mother has been appointed by Innocent drinks as its new European 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. The business moved to 101 from RKCR/Y&R in 2013.

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 an international footprint.
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Innocent group marketing and innovation director Tim Clarke says: “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.”

Mother joint head of strategy Katie Mackay says: “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.”

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