In pictures: Innocent opens pop-up Super Market


Drinks brand Innocent enlisted agency Amplify to create a pop-up supermarket near London Bridge Underground station, open to the public until this Friday (19 December).

Launching last Monday (8 December) as part of the brand’s ‘Show winter who’s boss’ campaign, the shop will offer commuters free bottles of super smoothies from three health-boosting categories: Defence, Energise and Antioxidant. 

Approximately 10,000 drinks were handed out in the supermarket’s first week. The pop-up, which is open on weekdays, shuts when the daily allocated amount of Innocent products runs out, usually around lunchtime.

Jamie Sterry, brand activation manager at Innocent, said: "We always felt that the Super Market concept was a strong idea to drive trial and do so by adding value to people’s day in a visible way. What has surprised us is just how popular this has been with consumers – we’re over achieving in terms of sample numbers and have had hugely positive feedback. 

"The shop has been busy at all times. We hope this continues into this week and it’s certainly opened our minds to do similar pop-up experiences in 2015."

The activation is part of Innocent’s wider winter campaign, which features marketing on billboards, buses and advertising spaces throughout London, as well as targeted print and digital media.

Discover more about Innocent's experiential strategy in Event's go-to guide, The Agenda, available in January 2015.

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