Healthcare agency Chandler Chicco's consumer arm Allidura Consumer won the brief following a three-way pitch.
The Advertising Standards Agency (ASA) ruled last month that Innocent Smoothies can count for two of the recommended five portions of fruit and vegetables a day.
The ASA ruling followed seven complaints about an Innocent advertisement that first ran in June. The advert by Innocent included a shot of a pile of fruit and a voice-over saying: ‘Each one of our cartons contains all this fruit... Two of your five a day.'
The ruling has also been supported by the Department of Health (DH), which recently updated its guidelines to recognise smoothies.
Innocent nutritionist Shilpee Aggarwal said: ‘The DH's decision is the ideal platform to proactively engage with healthcare professionals, who are an integral source of advice when building credibility for consumer messages.'
