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The appointment signifies a more aggressive drive to persuade consumers to buy products bearing its Fairtrade Mark, which guarantees a better deal for Third World producers.

A month-long press campaign in April will mark the organisation's first ever activity outside Fairtrade fortnight, and comes after it recently secured a National Lottery grant.

The advertising argues that buying Fairtrade products brings consumers closer to producers. One execution shows a kitchen cupboard opening up to reveal a coffee grower, and a fridge revealing an orange picker.

HHCL is also charged with designing the new Fairtrade Mark, replacing the existing interlocking Fs with a blue and green symbol of a farmer.

The April campaign follows a two-week drive to publicise Fairtrade fortnight, which consisted of 4000 nationwide events between March 4 and 18. Advertising was created in-house in conjunction with Interbrand.