Growing fruitful relationships

Innocent’s Social Communities Director, Joe McEwan talked ‘Growing fruitful relationships’

Last Wednesday the Promote team headed to Telford for the annual Flame Conference. The day was packed full of interesting seminars and keynote speakers. One particular session that got our creative juices flowing (pardon the pun) was a talk from Innocent Smoothies Social Communities Director, Joe McEwan. Joe explained why Innocent is seen as a brand that truly understands how best to engage with its consumers.

He shared some handy hints that help his company maintain an honest and ‘Innocent’ relationship with its customers.

Our particular favourites were:

  • Staying small as they get big – no matter how much of a corporate giant the company becomes, they believe in staying as humble as their origins.
  • Being useful –in today’s world people have information thrust upon them at every available opportunity, Innocent make sure everything they share is worthwhile.
  • Keeping the main thing the main thing – as a company they have a lovely frivolity about them; however healthy fruit drinks will always be at the centre of everything they do.
  • Being social – from day one Innocent started as a brand that valued communication, the three founders asked consumers whether they should give up their day jobs to sell fruit smoothies. We all know what followed; consequently social values continue to remain at the heart of the corporation.

Joe’s last point that perhaps resonated in many people’s minds was, ‘if you’re 70% sure go for it!’ An inspirational sentiment that left us and I am sure many others on a lovely high.  

Back to latest news

Interested in joining our team? We’d love to hear from you if your skills for PR and communication equal your passion for sport and fitness. Please send a CV and covering letter to or give us a call to find out more