A CHESTER company has won £250,000 worth of TV advertising as part of a new scheme.

Pura eco-friendly baby care's new television commercial will be unveiled as part of an advertising celebration of sustainability across Sky Media’s channels in the run up to the COP26 Climate Change conference in November.

The Tattenhall based firm was created by new parents Guy and Abi Fennell in June 2020.

Pura’s mission is to “democratise” eco with 100 per cent plastic-free baby wipes and eco-friendly disposable nappies that are as effective and affordable as traditional brands.

The brand’s ad, educating parents on how using baby wipes containing plastic is harming the planet, was created for the Sky Zero Footprint Fund initiative – a £2m advertising fund which supports and inspires businesses to join the journey to Net Zero Carbon.

To enter, the Pura team was tasked with creating an idea for a TV ad that would encourage the nation to adopt more sustainable habits. Pura aced the first hurdle and was shortlisted from around 100 entries down to 10 brands.

After presenting the creative idea to Sky’s judging panel in August, Pura was selected as one of five winners of £250,000 in media value, alongside Here We Flo, OLIO, OVO Energy and Path Financial.

Pura Founder and CEO Guy Fennell said: “As a new dad, I know most parents can’t live without the convenience of baby wipes. But most don’t know that 90% of baby wipes sold in the UK contain plastic.

“That plastic is a carbon intensive material from when it’s made, to when it’s thrown away. And the shocking truth is plastic wipes last over 100 years, outliving the babies they were used on. For my son Ezra, and for all babies, Pura’s is here to say it’s time for a BIG CHANGE.

“We know our new TV commercial has the power to that drive Big Change. I’m immensely proud of the entire Pura team and grateful for Sky for this opportunity.”

Pura’s new ad was created using unseen footage from Pura’s launch campaign, created by London creative agency FCB inferno, which was shot in March 2020.

The new 30 second commercial, produced entirely in-house, sees Pura’s diverse cast of spokesbabies – including babies with Down Syndrome - explain how plastic wipes have a larger carbon footprint in funny and compelling manner.

Amanda Richards, Pura’s chief marketing officer said: “We know that busy parents don’t want to be judged or preached to about climate crisis.

“That’s why Pura’s message is delivered by our diverse cast of disgruntled spokesbabies, who are able to deliver some pretty hard-hitting messages in a charming way that disarms and engages.

“These playful activists may look cute, but they’re also sassy. Our spokesbabies speak their minds. They speak the truth. But they always speak with humour – leaving people with a smile – never a frown."