THE BIG KNIT
MULTI-CHANNEL CAMPAIGN MANAGEMENT FOR INNOCENT
Challenge
Innocent’s iconic Big Knit campaign, launched in 2003, is a heartfelt initiative that raises funds for Age UK by encouraging people to knit tiny hats for smoothie bottles. For every hatted bottle sold, 25p is donated. With £3.2 million raised to date, maintaining momentum and community excitement year after year is essential. The challenge was to keep the campaign fresh, inclusive, and widely visible while fostering deep consumer engagement and reinforcing Innocent’s playful, purpose-driven brand ethos.
Approach
As a long-standing partner in The Big Knit, Creatisan collaborated with Innocent to bring the campaign to life across multiple channels:
Fulfilment: Manage the full logistics process, including collecting, counting, tagging and recording hundreds of thousands of knitted hats. This large-scale fulfilment ensures every bottle hits shelves with a handmade hat, ready to inspire purchases and raise funds.
Creative design: Concept development and creative assets across print and digital.
Digital engagement: Supported Innocent’s website and email marketing with creative assets that encouraged submissions and kept the crafting community engaged.
Personal touches: Produced handwritten thank-you notes for participants, adding a memorable, human touch to deepen loyalty and appreciation.
Impact
The Big Knit continues to be one of the UK’s most recognised and beloved charity collaborations, with:
13.5 million+ hats created.
1.4 million knitted in 2025.
£3.6 million raised for Age UK.
Strong shopper engagement, with hatted bottles driving higher visibility and sales at point of purchase.
A deeply engaged crafting community, reinforced through digital communications and personalised gestures.
Consistent amplification via earned media and user-generated content.
The Big Knit’s enduring success reflects the power of creative consumer participation paired with purpose-led marketing.
