Fairtrade
strategy | creative
Fairtrade International fights for a world where all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. A tall order. They needed a strong and unified global voice to help make it happen.
Lost in the noise
With multiple different product categories and dozens of teams worldwide, Fairtrade International’s messaging had become inconsistent. At the same time, the organisation was preparing to launch a new brand and global strategy. The situation called for clarity. We partnered with Fairtrade to unify its communications, and create an ambitious voice to spread its vision for the future.
Knowledge ready to share
Cocoa, coffee, sugar, flowers, and bananas. Five different crops grown around the world by many different people, and the five key areas of Fairtrade International’s work. We developed a consistent messaging system for the set, combining these separate parts into a clear picture for all teams and audiences. We also worked with Fairtrade to promote the organisation’s expertise — transforming 151 independent studies into one engaging report and infographic.
Words worth hearing
Rolling out the new brand and strategy with a bang, we brought Fairtrade into conversation with its audience with the What is fair? campaign. The campaign hook had to be adaptable, memorable and leave room to grow. By asking “What is fair?”, we captured people’s attention, showed Fairtrade’s commitment to equity and highlighted key parts of its new strategy. Beyond the launch, we continued to engage consumers with a social media campaign for International Coffee Day. “A better blend” connected ethically-sourced coffee with quality, making Fairtrade coffee the natural choice for every shopper.
Making major impact
Through our work, we helped Fairtrade speak with one voice across product categories and regions — and ensured that voice was heard around the world. As a result, the organisation launched its new global brand and strategy effectively, and inspired shoppers to keep putting their trust, and their wallets, behind Fairtrade-labelled products.
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