Netting Zero

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The Challenge

When innocent was founded in 1998, its sustainability credentials were second-to-none. But, in the two decades since, its halo had slipped as rival corporations made up ground. We needed to find a way to establish innocent as one of the UK’s top sustainability brands and take back share of voice.

The Solution

We leveraged its partnership with Forest Green Rovers, the world’s greenest football club, to promote its sustainability credentials. We started by rallying the nation to rename the club’s stadium with a Twitter vote. Among thousands of organic engagements, one punter suggested we simply rename the ground ‘Kevin’, which got the whole country talking about small sponsorship deal in rural Gloucestershire.

It was then that we launched our tree planting initiative ‘Netting Zero’, pledging to plant trees for every nil-nil game during the 2020-21 season. Our pledge covered every professional football game in England’s top four leagues - so that even when nobody won, at least the planet did.

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The Impact

pieces of coverage including 12 nationals plus TV placement on Have I Got News For You
1 million organic social impressions (a quarter of the total annual KPI)
10,000+ new trees planted

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