Mars is running an experiential campaign with an environmental flavour to promote its Seeds of Change brand of sauces.

Carbon Marketing has created a series of sampling and brand experience activities, including a chance for people to make pledges to act in a more environmentally friendly way.

It is running at various events and locations across southern England, such as outdoor picnic concerts, London train stations, organic food festivals and major grocery stores.

It features a sampling stand where consumers are invited to taste the latest Seeds of Change sauces, which include both Italian sauces, Mediterranean Vegetable and Roast Garlic and Chilli, sampled with rustic Italian breads, and Indian sauces, Balti, Korma, Jalfrezi, sampled with naan bread.

At the heart of the experience is a specially commissioned sculpture, called The Pledge Tree (pictured), created by artist Ann Carrington, who is well-known for works using only recycled materials.

The 10ft tree is made completely from recycled rubber artefacts, mainly from old car tyres and inner tubes. It symbolises Seeds of Change’s “philosophy of renewal and growth – the journey from seed to plate”.

Visitors to the stand make their own environmental pledges, which they write on recyclable luggage-type labels and hang from the tree’s branches with coloured ribbons.

After each tree is filled with pledges, Seeds of Change donates £2,000 to the I-Count campaign run by charity Stop Climate Chaos, the coalition of more than 50 organisations such as Oxfam, Greenpeace and ActionAid. It aims to stop and prevent the effects climate change is having on the world.

Visitors take away "Seeds in a Jar" – branded, labelled jars that are made up from those used for the sampling. The jars contain organic Seeds of Change basil, as used in the company’s Italian sauces, ready-sown in two inches of soil.

The overall campaign message is “Grown for your taste buds”, and the environmental credentials even stretch to the stand, which is made from recycled or sustainable materials, as well as staff uniforms and the use of vegetable dyes in printing.

Seeds of Change started in 1989 offering gardeners and farmers a range of 100 per cent organic seeds. In 1999, it developed a range of cooking sauces, soups, pasta and cereal bars, made from 100 per cent organically grown ingredients and free of artificial additives and preservatives.

The latest experiential campaign began with a series of organic picnic concerts at Crystal Palace in south London. The stand appeared at the Organic Food Festival in Bristol on September 1 and can be seen in Regents Park on September 9.

Grocery store activities begin with Sainsbury’s on September 5 and continue until October 14. The roadshow moves to London train stations starting from October 15.