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July 2, 2008

Big brands join Innocent at Village Fete

Bespoke festivals spun around the visions and values of consumer brands are back again this year, proving they were more than a flash in the pan, and a host of big names have signed up for the 2008 Innocent Village Fete, which returns to London’s Regent’s Park on 2-3 August.

Environmentally friendly cleaning products company Ecover, Puffin Books, Yorkshire Tea, travel guide business Lonely Planet, Good Energy, The Natural Confectionery Company, Origins and footwear company Hunter are just some of the brands who will have a presence at the summer festival.

Now in its second year, Innocent is keen to make sure the fete offers visitors “a truly unique experience”.

“We're working with brands that share Innocent’s values and ethos to ensure that visitors enjoy a really interactive experience,” said Ian Irving, sales and marketing director at Sledge, the experiential agency behind the event. “Hunter, for example, will be using its famous Wellington boots to create a ‘welly coconut shy’. And the new ‘spoken word’ area, sponsored by publishers 4th Estate, will be home to all kinds poetry and book slams, comedy, interactive word play
and open mic sessions for fete goers.”

Innocent are equally excited about the day, with the drinks company’s head of communications saying: “Over 50,000 people enjoyed a family day out with us in the sunshine last year with traditional fete pursuits like ferret racing, dog agility and duck herding proving especially popular. The idea behind the fete was to bring a little bit of summer countryside to the heart of London, and we're building on last year’s success to make this year’s fete even better."

The innocent village fete will also host a huge farmers’ market with stalls from London’s popular Borough Market, and there’ll be live music from artists including the James Taylor Quartet, Earl Okin, Imelda May, the Faireys Band, the Ukulele Orchestra, Christian Prommer's Drumlesson, The Boy Least Likely To, Peter & The Wolf, Son Of Dave, James Yuill and many more.

There’ll also be an Acoustic Bandstand and visitors will be able practise their dancing in the Al Fresco Ballroom helped along by Cut a Shine and The London Swing Dance Society.

There’ll also be plenty for kids to enjoy, including a dedicated kids' area with food stalls, rides and a petting zoo. And the activities continue with a picnic area, knitting tent, arts and crafts, massages, vegetable tent, cake tent hosted by the Women's Institute and, of course, lots of Innocent’s famous smoothies to taste.

The fete also has a charitable side. It is a non-profit making and supports the registered charities Wellchild, Friends of the Earth and Samaritans.

Tickets are a very reasonable £7.50 for adults and £3.50 for kids – but there is a pesky booking fee of £1.50 for adults and £1 for kids, thanks to Ticketmaster, which is supplying them.

For more information, visit www.innocentvillagefete.com

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