U.K.-Based Drink Company Tops Smoothies With Knitted Hats to Raise Money for Elderly
innocent drinks/Promo image
The Big Knit is a campaign by U.K.-based company Innocent Drinks to raise money for the elderly to keep them warm.
It's kind of odd, but very cute: You knit a tiny little hat to fit on the top of innocent ethical drinks. They sell your creation at chosen stores and the money goes to keep old people warm in winter.
the big knit/Promo image
The campaign started in 2003 when 20,000 hats were knitted to raise $16,000 for charity Age Concern. This year they want to hit $1.5 million (in total over the years), with 650,000 hats on innocent bottles. The behatted bottles of the organic drink are sold at pharmacy chain Boots and Sainsbury's, a supermarket. Fourty cents from each bottle sold goes to charity.
Statistics show that 80% of the hats are knitted by people who use the charity. But schools and individuals get involved too in making the colourful and wacky creations.
Innocent is the little ethical smoothie company that grew. The owners were three young students when they started the business ten years ago. They tried out the smoothies at a music festival, posting a sign asking if they should give up their jobs to make smoothies. They got a thumbs-up from the buyers and off they went. Then in 2009 they sold (out?) to Coca Cola, to the horror of many.