If you’ve ever seen a smoothie in a shop wearing a woolly hat…

You’ve probably come across the brand Innocent.

Renowned for producing said smoothies – as well as veg pots and various juices made up entirely of natural ingredients – Innocent has become widely recognised around the world.

Sure, a good product has helped its rise…

But so has good copy and a consistent tone of voice that is quickly recognisable as soon as you pick up a bottle of juice, see an advert on the tube or visit the surprisingly interactive website.

One person who’s helping maintain that consistency is Innocent’s current head of copy, Hayley Redman.

Having worked at some big name agencies like Leo Burnett and Y&R, Hayley also worked as a copywriter with Macmillan Cancer Support for a number of years before joining Innocent.

It’s a career that makes for a very interesting conversation, which is good because it’s that exact conversation I have to share with you this week.


I caught up with Hayley to ask her how the creative teams work at both Macmillan and Innocent and invited her to share what she thinks allows copywriters to create an effective tone of voice.

You can listen to the whole thing right here:

I must say a big thank you to everyone who’s already been sharing these interviews, including Eleanor, Ben, Richard, Vikki, Steve and many more of you… it’s much appreciated.

Indeed, please be sure to keep sharing them as much as you can so I can better help spread these insights with more and more of your fellow copywriters.

P.S. If you’re a regular reader of my AllGoodCopy emails, I’m looking to collect some testimonials to use in a promotion I’ve writing for a new training course I’m creating. If you’d be up for writing a couple of paragraphs on how my ramblings help you with your own copywriting – that would be grand.

Just drop me an email to this address by hitting reply. Thanks in advance.


Glenn Fisher was born in Grimsby in 1981. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher and in 2018, having helped launch and grow Agora Financial in the UK, he left to write copy on a freelance basis, focus on coaching aspiring copywriters and publish his first book, The Art of the Click. He now lives happily with his partner Ruth and dog Pablo on the east coast of England.

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