Fruitstock

Or the Minx attends her first music festival.

Saturday saw a glorious summer’s day in London, so we hooked up with a bunch of friends and headed for Fruitstock in Regent’s Park.

Fruitstock is a free festival organised every year by the genius people who make Innocent smoothies. It was incredibly well-organised and friendly, and particularly welcoming of children, with lots of activies including a play area for toddlers and buggy park. So nice to do something which wasn’t specifically kiddie-oriented but where children were positively encouraged rather than tolerated.

So we drank Pimms, and danced and listened to Norman Jay and Arrested Development and the Minx got grubbier than one would have thought possible and stayed up well past her bedtime as the sun set over Regent’s Park.

If you want to read an inspiring business story, read this about how Innocent started up. Their marketing is incredible – everything from their logo, their packaging, and their vans (dressed up as cows) to their website copy and their TV advertising is different, compelling and fits perfectly with their healthy, funky, trendy hippyish brand.

I have no idea how much it cost them to invite the whole of London to a free party, but from what I saw yesterday an awful lot of brand goodwill was being generated.