A climate activist has ‘hijacked’ a PR stunt by smoothie brand Innocent, claiming covering Trafalgar Squares in trees was nothing more than “greenwashing”.
When author Ellen Miles saw Innocent had decked out the square with more than 6,000 plants on Wednesday as part of a rewilding campaign, she decided to go down and see what the fuss was about.
But when she arrived, she says she saw little information about rewilding, and decided to hijack the event by handing out her own leaflets.
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Miles told The Big Issue: “I thought: ‘This is a shame because there’s so much to say about the need for greener cities, and it’s just not really being said. It’s just platitudes and inanity’.”
“There was no meaty information or tips there for people, other than putting Innocent’s logo on a pithy thing saying, like: ‘We like plants’.”
In February, the advertising regulator banned adverts for Innocent, finding they had “misled” customers about the brand’s environmental impact.