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Innocent marketing campaign aims to get kids into gardening with free seed packs

Innocent Smoothies is set to unveil a new marketing campaign, which will run until April, offering one of six varieties of easy to grow seeds free with every box of its kids smoothies or fruit tubes.

Carrots, tomatoes, cress, basil, violets and sunflowers will be available, with growing instructions, cut out and keep plant markers and plant facts all coming with the pack.

As part of the campaign, the innocent kids’ website will be transformed into a greenhouse, hosting activities, gardening tips, competitions from Rocket Gardens and the Royal Horticultural Society and a gallery for kids to upload photos of their plant’s progress.

A TV ad will also launch on 3 March as part of the activity, created in conjunction with Turner.

Sarah Smart, kids marketing manager at innocent, said: “Last year our kids business grew by 22% as a result of expanding our range with our juicy drinks and our communications to mums and kids.

“This new seeds campaign is going to maintain this great momentum – it’s an exciting campaign that helps to get the whole family out into the garden this Spring planting and harvesting fruit and veg that they’ve grown themselves.”

Featured by The Drum