WWF UK says its approach to corporate partnerships is to form "challenging and constructive relationships with businesses that are able to drive real, lasting change".
But the purpose of the conservation charity's year-long partnership with the herbal tea producer Pukka Herbs is not to transform business behaviour, but to highlight an aspect of WWF's mission that gains less exposure - the protection of plants and habitats.
Pukka, which uses organic herbs and sows more than 20 million plants and trees a year, is already well aligned with WWF's values, the charity says.
There are two features of the partnership, which was formed as part of Pukka's 10th anniversary celebration. One is a cause-related marketing deal in which 20p is donated from each sale of Pukka's new peppermint and liquorice tea blend. The charity is guaranteed £50,000, but will enjoy a larger windfall if more than 250,000 packs are sold. The packs feature the WWF logo and a description of the partnership. Rachel Bloodworth, WWF UK's senior communications manager, says: "The packs will be in supermarkets - this is an opportunity that doesn't often come round."
The company is also asking the public to send in videos or photos of nature to include in a film for its Beautiful World campaign, which will be released in November and features the WWF. "It shows the breadth of our ambition, which is more than just protecting endangered species," says Bloodworth.
Alison Wilde, Pukka's head of marketing, says: "What excited WWF when we approached it was that we were interested in the conservation of plants and habitats."