Innocent, the British fruit smoothie company, has brought back the Big Knit campaign for the month of November. Every November, for the past 8 years, Innocent’s smoothie bottles have been adorned with little woolly hats to raise money to keep old people warm in winter. This year the company is asking people to join in the Hat Tag game on the Innocent Facebook page, submitting their photos of people (or things) seemingly wearing a little woolly hat.
Each week Innocent’s favourite pictures are going head to head to be crowned Hat of the Week by voters online. For every vote Innocent gives another 5p to Age UK. The winner each week gets a case of smoothies. The ultimate Hat Tag winner, announced at the beginning of December, wins £500 worth of Amazon vouchers to help them with their Christmas shopping.
The campaign builds on internet memes such as I Crush Your Face, where people play around with foregrounding small objects against bigger background ones. It was inspired by a tweeter called @MrLuke, who tweeted a photo last year that made the team at innocent chuckle, leading them to decide that they needed to do something with this and the hundreds of other photos they get sent during the campaign of people with their little hats.
Click on the image below to play the video in YouTube (HD)
The Big Knit Hat Tag Game campaign was developed at Holler London by senior planner Paolo Nieddu, senior marketing strategist Chris Bridgland, art director Barry Markham, senior project manager Gillian Clyde-Smith, marketing Kelly Moor.