Fairtrade wanted to get people talking about its new brand and global strategy. Our launch campaign sparked conversation with a single, compelling question: what is fair? The answers showcased Fairtrade’s commitment to equity through key elements of its new strategy.
Fairtrade’s five key products — cocoa, coffee, sugar, flowers and bananas — are managed by dedicated teams around the world. We built a messaging framework that helps Fairtrade talk about these products in a clear, consistent and engaging way.
Fairtrade commissioned an independent review to measure the exact impact of its activities. We created an accessible report and infographic to help readers understand and explore the key findings.
Fairtrade coffee isn’t just an ethical choice: it’s the natural option for anyone who loves a high quality cup of joe. That was the hook for this social media campaign, promoting Fairtrade products in the run-up to International Coffee Day.
