LONDON —Innocent has selected Frank as its PR partner for its global Big Rewild initiative, which aims to ensure the juice and smoothie brand reaches carbon neutrality by 2025, as well as protecting and preserving two million hectares of land.

The agency’s brief, won after a competitive pitch, covers strategy development and delivery of the Big Rewild launch campaign across PR, influencer and creative.

Frank launched the initiative this week by turning London’s Trafalgar Square into a green oasis in a bid to reconnect the public with nature and return it to its pre-urbanised state. The Big Rewild also includes Innocent producing a carbon-neutral orange juice, projects to preserve orchards in the UK and forests globally, carbon-offsetting, partnerships with environmental charities and working with its supply chain

Innocent head of brand and portfolio Katie Simpson said: “The Big Rewild is by far our biggest campaign to date and Frank impressed us from the start with their big ideas and ambition for the launch. They have done an amazing job of bringing this to life and generating Talkability to encourage the nation to join us in this important cause”

Frank managing partner Bianca Lee-Chang added: “Not only is Innocent a dream brand to work with, but to lead the development of such a major initiative which has purpose at the heart has been incredibly rewarding and enjoyable for the team. Likewise, nailing blanket coverage always feels great as does the positive response from the public, who have come down in their droves.”

Innocent also works with Where Eagles Dare, which it selected as its global communications partner last April, with a brief including corporate storytelling and thought leadership.