Innocent partners with We Are What We Do to create limited edition campaign smoothie and collect the nation’s secret family recipes.
Stories bring recipes to life with the launch of ‘The Great Recipe Archive’.
innocent drinks partners with We Are What We Do to create limited edition campaign smoothies and collect the nation’s secret family recipes.
innocent drinks 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 from household names, there are many hidden gems that never make it out of the family home. From this authentic place, We Are What We Do and innocent have created an online space where users can share the dish that means the most to them with a community of likeminded people.
This is the latest limited edition campaign smoothie from innocent, which will be stocked in major food outlets such as Sainsbury’s and Tesco until mid March. The Great Recipe Archive ties into We Are What We Do’s current campaign that looks 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 and www.wearewhatwedo.org
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Notes to Editors
We Are What We Do is a not-for-profit social movement which encourages individuals to take small actions that will make a big difference socially and environmentally. Founded in 2004, We Are What We Do has published three titles, Change The World For A Fiver which sold over one million copies world wide, Change The World 9 to 5 which was launched by David Cameron in 2006 and Teach Your Granny To Text which was given to every school in the country by the Department for Children, Schools and Families (DCSF) as a teaching resource. A collaboration with Anya Hindmarch and Sainsbury’s in 2007 launched the I’m Not a Plastic Bag shopper, taking the issues onto the front pages and helping Sainsbury’s reduce the number of free carrier bags issued by 58% in the following two years. wearewhatwedo.org features over 150 simple, positive everyday actions anyone can do to and track – the current most popular actions include Hug someone, Cook a meal from scratch, Use a mug not a plastic cup and Read a story with a child.
In tackling the intergenerational divide, We Are What We Do have created Historypin, a Google Maps application that allows users to pin historic photos onto present day locations, giving people a sense of where they’ve come from and what has shaped today. They are also behind Tweet Towel, the cult Christmas gift of 2010 that allows the giver to create a customised tea towel bearing an embroidered, personal tweet. Perfect for Grandmas that don’t tweet, with all profits going to We Are What We Do’s campaign to help close the damaging gap between older and younger generations.
For more information, please contact:
Ella Wiggans
ella.wiggans@wearewhatwedo.org
71 St John Street
London
EC1M 4NJ
020 7148 7665