Tropicana today (11 March) launched its new marketing campaign, Little Glass, to encourage people to include fruit juice as part of their healthy and balanced diets.

Running for six months across TV, print, digital and PoS advertising, the drive aims to educate consumers about the nutritional benefits of pure fruit juice when enjoyed in moderation.

Voiced by comedy actor David Mitchell, the TV ad stars Little Glass, a playful character who will sit at the centre of all communications - including on the print and web pages of the Telegraph.

The newspaper title has signed up to a partnership with Tropicana that will be supported by an online content hub dedicated to nutrition and wellbeing.

“Our new campaign is all about bringing some common sense back into the discussion about juice, reminding people of the good, nutritional reasons to include it in our diets,” said Jeremy Gibson, marketing director for Tropicana.

“People have been bombarded with claims that juice is unhealthy, and it is simply not true. A small glass of juice serves as a convenient and easy way for people to get important vitamins, minerals and one of your 5 a day: important when less than a third of adults in the UK are consuming their recommended five daily servings of fruit & vegetables.”