The Innocent Smoothie Outdoor Art Exhibition

It was announced this month by BrandRepublic that co-founder of the Innocent Drinks’ company Richard Reed, is heading up a project to build the UK’s largest outdoor art exhibition. The outdoor campaign will include both famous and known works of art across many poster boards. The exhibition, rumoured to be funded by Reed himself is scheduled to begin in the autumn. Clear Channel and Tate Modern are names that have been mention in conjunction with this project, providing Reed with advice over which pieces to display.

“Innocent Drinks is a UK based company founded in 1999 whose primary business is producing smoothies and flavoured spring water, sold in supermarkets, coffee shops and various other outlets nationally as well as in Ireland, Amsterdam, Germany, France, Austria, Brussels and Denmark. Innocent has a 71% share of the £169m UK smoothie market and the company sells two million smoothies per week.Innocent was founded by three Cambridge graduates - Richard Reed, Adam Balon and Jon Wright; at the time they were working in consulting and advertising. The three were friends at St John's College, Cambridge. In 1998, after spending six months working on smoothie recipes and £500 on fruit, the trio sold their drinks from a stall at a music festival in London.”

http://www.themediabriefing.com/companies/innocent-drinks

Innocent has pledged to donate 10% of its profits to charity through the Innocent Foundation and their beneficent values must be noted as contributory to their success. The Innocent Foundation currently supports 16 partner projects largely within the countries from which they source their fruit. Their focus on agricultural sustainability supports the renewal of natural resources small communities.
http://www.innocentfoundation.org/

The new art campaign will be much anticipated by many outdoor media and art enthusiasts.

http://www.brandrepublic.com/news/1174159/innocent-drinks-founder-plots-uk-wide-free-outdoor-art-exhibition/