Innocent's cheeky storybook tells how the smoothie brand saved Christmas in 2020

Santa gets some special PPE in the digital film and illustrated book

Published On
Dec 16, 2020

Editor's Pick

As we get nearer to Christmas 2020, several brands are tackling the thorny question of how Santa will actually visit this year, given that half the world is in lockdown and it's not considered safe for people of his age to be out and about. 

In Brazil, Lacta solved this by having the Easter Bunny deliver the presents, while Xfinity has had Santa, played by Steve Carell, working from home. Now, here comes a funny campaign from Innocent, the U.K. smoothie brand, which claims to have "saved" Christmas by sending Santa a special hazmat suit. 

The story features in an actual storybook, with drawings by children's illustrator Sally Anderson, as well as in a digital and social film. In it, Santa unboxes the rubber PPE suit featuring special "sprout tech" fart fumes to keep people at a distance, a hole for peeing and a pouch for citrus fruit, as well as some Innocent branding he's not aware of. Kids will probably delight in the cheekiness, and adults may raise a smile or two as well. 

The campaign was created by agency BMB. "It’s not often you get to create a children’s book, stop every kid in the world from crying and completely confuse a costume designer all at the same time,"  said Chief Creative Officer Matt Lever in a statement.

90 copies of the illustrated book will be given away via competitions. There will also be a downloadable version, while the film is playing on social and digital channels. 


Dec 16, 2020
Client :
Agency :
Head of Digital :
Anna Clare
Chief Creative Officer :
Matt Lever
Creative :
Will Marsden
Creative :
Jordan Down
Head of Strategy :
Mel Arrow
Junior Planner :
Ellie Malpas
Account Director :
Matt Bonny
Account Manager :
Lily Gray
Production Company :
Director :
Will Marsden
Director :
Jordan Down
Producer :
Jess Wretham
Illustrator :
Sally Anderson

Need a credit fix? Contact the Creativity Editors

Project Type