Clif Bar & Company has kicked off its biggest campaign ever, launching the ‘Make it Good’ campaign.

The ads accentuate the 27-year-old company’s values as a sustainable food company, suggesting that “we think we should not destroy [the planet],” in the opening moments.

The Clif Bar spokesperson featured in the campaign eventually portrays a real-life version of the company’s famous climbing man logo, after he highlights the company’s environmentally friendly practices and use of “good and nutritious” ingredients.

But it appears Clif Bar certainly does walk the walk, with annual reports showing the company uses 100% green power for electricity at its facilities.

The ad has been created by Wieden + Kennedy backed start-up Callen.

This is not the first time Clif Bar has flexed its sustainable muscles.

A few months ago, the company took out an ad in The New York Times to call out its rival Kind for not using organic ingredients.

“We would like to issue a challenge: do a truly kind thing and make an investment in the future of the planet and our children’s children by going organic,” read the letter to Kind, signed by founders and co-CEOs Gary Erickson and Kit Crawford.

In response, Kind called out Clif for trying to “pass off organic rice syrup as healthy”.