Every winter, British smoothie brand innocent tops its bottles in little woolly hats as part of The Big Knit, which raises money to help keep old people warm in winter in partnership with Age UK.
This year, it's raising more money with The Hat Tag game, a Facebook-based game conceived by digital agency Holler. Inspired by internet memes where people play around with foregrounding small objects against bigger background ones, fans of the brand are invited to upload pictures of photos of people (or things) seemingly wearing a little woolly hat. In doing so, they donate an additional 10 pence. An online vote will name one photo Hat of the Week each week. Each vote cast will see another five pence being donated to Age UK and the winner each week wins a case of Innocent smoothies.
The campaign was originally inspired by a tweeter called @MrLuke, who tweeted a photo last year that amused the innocent team, and by hundreds of other photos the team is sent of people with their little hats during the campaign.