Going back to their roots - Innocent Pop Up Restaurant

I have long been an Innocent fan, admiring the brand and what they stood for, but I have felt recently they have become a sell out (literally as they sold 18% to Coca Cola last year and increased to 58% this year) and was no longer doing some of the fun stuff they used to such as the summer fete in Regent’s Park.

I was quite excited when they announced they were doing a pop up restaurant with the promise of 5 of our 5 a day in two courses, could they recapture the way I felt about the brand when it launched? Me, Mat, Hayley and Lou got tickets and went last week - we were not disappointed!

It is a great example of how a brand can make its customer feel important through the experiences it creates, - I felt special

- it was limited tickets as it was only open for a week so felt exclusive but anyone could apply

- it felt thrifty (£5 for two courses and BYO) which is so important in these economic times

- it was cool and boutique, they had taken over The Tramshed in Old Street and customised it with a lettuce wall and big prints

- it felt good due to all the fruit and veg in the tasty meals

- it was fun with the live band and twinkley fairy lights. We got a recipe book to take away and put our thumbprint on a big wall of people who had their five a day.

The whole experience felt like it was what Innocent were about when they started and a great reminder of their (apple tree) roots.