innocent hires Taylor Herring for unplugged festival

Taylor Herring has been appointed to handle the PR for the second innocent unplugged festival, which will take place from 28 to 30 May 2016.

Set in a “secret forest location” just outside of London, innocent unplugged is described as a “weekend off the grid” with no WiFi, 4G, or traditional electricity. Food is cooked over an open flame, the sound system is powered by people dancing on energy mats, and extra kinetic electricity is generated by stationary pedal bikes which festival-goers are encouraged to ride.

Taylor Herring will provide a full press office service, and work with smoothie brand innocent on a phased news generation programme in the run-up to the festival. The campaign will also include stunts and branded content to promote the ‘unplugging’ ethos of the weekend event.

The 2016 festival will include DJ Yoda, entertainment entrepreneur and founder of SB.TV Jamal Edwards and mindfulness guru Michael Townsend. Some 1,500 people attended last year.

There will also be talks with seasoned traveller David Bramwell, urban birdwatcher David Lindo and happiness consultant Samantha Clarke, as well as a storytelling workshop with Spark London.

Clemmie Nettlefold, UK PR manager at innocent, said: “After a hugely successful inaugural festival last year, we’re thrilled to be bringing innocent unplugged back – bigger and better – in 2016. We are really pleased to be working with Taylor Herring on this year’s weekend: they really impressed us with their ideas for how to generate excitement and spread the word around the festival, and their values are completely in line with what we’re trying to achieve.”

James Herring, managing partner at Taylor Herring, said: “We are thrilled to be working with innocent to help it make this year’s unplugged festival even bigger than the last.”