LONDON — Smoothie and juice company Innocent has retained Where Eagles Dare as its lead consultancy for global communications.

The wide-ranging brief covers all major aspects of Innocent’s company storytelling and corporate thought leadership, with a particular focus on its sustainability programme, community initiatives and B Corp activity, as well as the campaign for the Better Business Act (BBA), led by Innocent CEO Douglas Lamont.

Where Eagles Dare was founded last September by former W Communications execs Richard Tompkins and Adam Leigh, along with Ella Dorley-Brown, formerly MD of The Academy.

Tompkins told PRovoke Media: “We’re working with Innocent’s global team on everything from defining messaging to setting the lobbying agenda to working closely with their ad agency, Mother, and other agencies who will be involved with consumer activation.

"It’s exactly what we wanted to do as a business: working closely with company decision makers and supporting CEOs to effect business change."

Tompkins added that Innocent – which is owned by The Coca-Cola Company – "is a rare company that’s stayed absolutely true to its founding values and continues to blaze a trail in everything it does – from pioneering carbon-neutral production to inspirational grassroots projects that improve lives, and an ongoing commitment to give 10% of profits to social causes."

Innocent’s group head of communications Jerina Hardy said: “I’m delighted to be working with Where Eagles Dare. I’ve worked with Richard in many different capacities over the years, and the wealth of experience and knowledge that he, Adam, Ella and the team bring to the table, alongside an understanding of the need for businesses and brands to play their part in securing a fairer and more sustainable future for everyone, makes them the perfect fit.

“We have ambitious plans for this year and I’m excited to be working with a brilliant team that can help us spark real change.”