Innocent have partnered with WE ARE WHAT WE DO, the people behind the Anya Hindmarch ‘I’m NOT a Plastic Bag’ shopper and Historypin, to create their latest limited edition campaign smoothie. The peaches & passion fruit smoothie encourages people to ‘Join the Great Recipe Archive’ – an initiative that seeks to collect the nation’s time-honoured recipes passed down through the generations.
At www.innocentdrinks.com/recipearchive users can browse a growing archive of user-generated recipes. They can add their own handed-down recipes, going as far back as the 1900’s, share the stories behind them, and vote for their favourite submissions.
While there are no shortage of recipe books, many hidden gems never make it out of the family kitchen. The Great Recipe Archive seeks to celebrate and share these family secrets, so that others can experience the delights handed down from generation to generation.
This is the latest limited edition campaign smoothie from innocent, which will stock the smoothies in major food outlets such as Sainsbury’s and Tesco during November and December. The Great Recipe Archive ties into WAWWD’s current campaign that seeks to get people from different generations to share more, talk more, and come together more often.
A big emphasis behind the initiative, are the stories that bring the recipes to life.
Nick Stanhope, CEO of We Are What We Do, commented:
“Recipes are a great way to start conversations between the generations. Passing down a recipe not only to your family, but to a larger community, can contribute to a sense of who we are and where we’ve come from”.
Marco Ruggeri, Brand Manager at innocent commented:
“We’re very excited about the campaign. It fits in really well with what the innocent brand stands for and allows our consumers to interact with us, our partner and also with each other”.
For Further information on ‘The Great Recipe Archive’, visit www.innocentdrinks.com/recipearchive