Old Mout Cider has launched its biggest campaign to date as it continues on its mission to save the endangered kiwi.

The activity, which forms part of the brand’s wider sustainability agenda, means the company is now investing all of its marketing budget into a campaign to save its national icon, the kiwi bird.

The campaign will run across the summer in the UK, with activity designed to make UK consumers fall in love with the kiwi, which is on the brink of extinction. The kiwi population has declined by more than 99% over the past 50 years, and its best chance of survival lies in the hands of New Zealand based charity Kiwis for kiwi, which is working to create predator-free islands for the kiwi to grow and thrive.

For the second year running Old Mout has teamed up with TV conversationalist, Michaela Strachan, to show the steps New Zealand is taking to save its national icon.

Old Mout is also embarking on its first cinema campaign, with an ad highlighting that the kiwi could soon go the way of the dinosaur if we don’t take action now.

In the UK the brand will also launch Kiwi Camp activation at two of the UK’s largest festivals, Isle of Wight and Bestival. Old Mout will provide festival-goers with an immersive experience and a line-up of fun activities, where fans can enjoy an Old Mout while also going good. There will also be activations in the convenience and multiple retailer channels, while Old Mout will also be giving away thousands of exclusive collectible tote bags to encourage shoppers to move away from plastic bags.

Old Mout’s Emma Sherwood-Smith said: “No one wants to see a species go extinct so we hope that we can make people fall in love with the unique and charming kiwi. By focusing all our efforts on helping save the kiwi, our new campaign doesn’t only establish our brand’s purpose but hopefully its halo effect will be to get everyone who enjoys our cider in Britain to think a little more about the impact they have on their environment too. We would be delighted if our customers can help spread this message by signing up to our sustainability partnership too.”

Last year’s campaign created a significant uplift in donations to Kiwis for kiwi from the UK and more than doubled their website and social media following.