The makers of Innocent Smoothies will be launching a £3.5 million advertising campaign in January under the strapline "Innocent. Taste good, does good" incorperating a promise to donate 10% of their profits to charity.
The new Innocent Smoothies TV ad features Joseph, a young Ugandan boy and how he and his family were helped by Innocents development charity foundation.
The brand's charity works with NGOs to make a more sustainable and secure future for farmers in Africa. It has 16 partner projects in the countries where Innocent source its fruit.
A website launching next month, http://www.chainofgood.co.uk/ will also highlight the firm's activity.
Innocent's sales grew 7.4% in the year to 13 October. The company was also credited for helping Coco-Cola's revenue grow in October despite harsh trading conditions.
Sales are expected to grow with its new smoothies and juices available next year.
