The campaign, created by London agency Baber Smith, aims to drive sales of Mama Mio's Get Waisted product, from which £1 of every bottle sold in Debenmhams and on mamamio.com will be donated to LGFB.

Creative for the campaign is based on the idea that "a little increase in body confidence can make a massive difference in how you feel and look".

The specially-commissioned photography for the outdoor and press campaigns features a 42 year old, mother of two and the agency insists no digital enhancements or alterations have been made to the images.

Above-the-line creative will be supported by non-branded social media and video campaigns, which the company hopes will go viral. The video will feature an animated singing belly button with music from fictitious band, ‘Belle and the Buttons’. The band will have its own dedicated MySpace page to generate support.

Sian Sutherland, founding partner of Mama Mio said: “This is radical step for us as we don't advertise - all our marketing spend goes on the formula in the bottle.  So, if we were about to take that grown up step of appearing on posters and press, it had to be in a Mama Mio way - extremely different but communicating the sass, wit and charm that is intrinsic to Mama Mio."