Case Study : Innocent x Oliver Bonas


Innocent don’t do licensing. It’s not their thing. They do however have one of the most powerful and long-standing giving back campaigns in history – the Innocent Big Knit.

Every year 1 million older folk don’t see or speak to anyone for a month over Christmas. Every 8 minutes one older person dies needlessly due to the cold. This is shocking and got us thinking.


Innocent wanted to surprise and delight their consumers, and attract a newer, younger audience to the Big Knit Campaign and generate a load of money and awareness for their charity partner Age UK.


Working in partnership with Innocent, Age UK, and Oliver Bonas, The Point.1888 successfully extended the Innocent brand into full size baby, child and adult woolly hats. A range of six hats, inspired by actual mini knitted versions, launched in time for Winter at 42 Oliver Bonas stores.

The range generated over £26,000 for Age UK meaning 2619 older folk received a visit from the angels at Age UK.


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