Innocent Drinks • Friends for Brands • Brand Activation
Innocent drinks

Innocent Drinks

Recruiting an inclusive staff
for a healthy brand

Innocent Drinks Rotterdam is a progressive brand that creates healthy juices and smoothies, but also wants to be an inclusive organisation with a diverse workforce. Their goal was to see this vision translated into a campaign to recruit more female staff for their new sustainable, state-of-the-art factory The Blender, which opened in ’21 in Rotterdam.

Innocent asked Friends for Brands to set up and execute a recruitment campaign for the new factory and upgrade their employer brand while we were at it. We came up with the creative concept that matched the healthy environment and – working conditions of the factory: ‘Werken bij Innocent. Beter voor je.’ (‘Working at Innocent. Better for you.’).

Not only functional, but also social benefits emerged in our online marketing campaign, which was mainly aimed at women in the region without excluding men. The message varied depending on the distance from the public to the factory location and the different possible motivations for applying.