As part of the 'Show Winter Who's Boss' campaign, Innocent's Super Market pop-up will offer commuters a free bottle from the brand's new range of smoothies, which combine fruit and veg with seeds, botanicals, vitamins and minerals. The smoothies on offer fall within three categories – Defence, Energise and Antioxidant.
Innocent worked with to develop the concept. Amplify will also manage the build, staffing and onsite management of the temporary shop, which will be open on weekdays from 8-19 December.
The Super Market is part of a wider campaign that Innocent is running this winter with posters on billboards, buses and advertising spaces throughout London, as well as targeted print and digital media.
Jamie Sterry, brand activation manager at Innocent, said: "As a brand we believe in doing rather than telling and the Innocent Super Market enables us to give people something truly useful, in an engaging and visible way.
"We are running a large London-centric media campaign to raise awareness of our new super smoothies based around ‘showing winter who’s boss’. But to truly deliver this promise we knew that we needed to get these functional drinks into people’s hands – the pop up Super Market felt like the natural way to achieve this."
Earlier this year, agency .
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .