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Innocent Drinks has unveiled its first major advertising campaign in over 18 months.

The multi-channel campaign ‘Even more Innocent’ playfully highlights how much fruit, vegetables and vitamins are packed into its juices and smoothies.

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The concept behind the campaign is that “as the juices and smoothies are so packed with goodness, none of the adverts created for the campaign are able to fit all the benefits from the drinks. Whether that’s on in store posters, on social, online video or across OOH poster sites each ad runs out space or time before everything can be covered,” the brand said.

The World Health Organisation recommends eating 400 grams of fruit and veg a day, yet only 12% of Europeans are getting their recommended daily allowance. Through the campaign, the brand aims to inspire consumers with the power of fruit and veg.

Kirsty Hunter chief marketing officer at Innocent Drinks commented: “We’re passionate about spreading the power of fruit and veg. We know that most of us need to get more of it and we have an important role to play in getting the message out there. Our drinks are an easy and delicious way to get more fibre, vitamins, minerals and phytonutrients into our diets, offering lots of different health benefits. Through this campaign, we want to encourage everyone to enjoy the variety of these different coloured fruit and vegetables as part of a healthy balanced diet.”