Innocent Drinks launches 2020 Big Knit Campaign for Age UK

Innocent has launched its 2020 'Big Knit' campaign with a set of films to encourage the nation to knit.

Sheep from the Big Knit campaign video

For its 18th year, the Big Knit Campaign has requested the knitting population of the UK to knit tiny hats for innocent drinks, with the brand donating 25p to Age UK for every woolly creation.

Age UK is a UK charity making a difference to the lives of older people across the nation.

The 2020 Big Knit campaign presents a set of social films featuring chatting sheep, created by full-service agency BMB. The sheep in the videos tell people to put their wool to good use and “start bleating knitting” by joining The Big Knit.

In one of the films, a newly shorn sheep discovers a passion for naturism, while in another, a gruff Highland sheep encourages people to swap scrolling through social media with knitting little hats.

An East Ender sheep offers to sort viewers out with as much wool as they will need, while and a polite lady sheep attempts to explain her reasons for getting involved with the Big Knit, while being constantly interrupted by another sheep’s fleecy behind in her face. A posh, rakish ram invites people to take his wool and put it to good use, and an overexcited west country sheep can’t help but shout about the campaign from the hills.

Anna Clare, head of digital at Innocent Drinks,  said: “Every year we’re blown away by the phenomenal response from knitters up and down the country, who get knitting (and crochet-ing) to help Age UK really make a difference to older people’s lives. We have loved working with BMB (and some pretty persuasive sheep) on these videos, to announce this year’s campaign in style.”

Matt Lever, CCO at BMB says: “We’re incredibly excited to begin our relationship with innocent with these silly but important films. And as lockdown 2.0 renders Zoom quizzes and thousand piece jigsaws, like, sooo ‘last season’, what better way to pass the time (and raise money for a good cause) than with those knitting needles your Nan bequeathed you and a big bag of wool?”

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