We’re really pleased to announce that we’re now working with pioneering Fairtrade coffee, tea and cocoa brand Cafédirect (as tipped by Marketing Week a month ago!).
Cafédirect were doing fair trade before Fairtrade was invented, and were the first coffee brand to carry the mark. Today they do so much more than just pay the Fairtrade premium to a coffee broker. They pay a premium on the premium, return 60% of their profits to the growers to fund development projects, have two growers on the Board, and adhere to a ‘Gold Standard’ of ethical and environmental business practices. And they’re a really lovely bunch of people too!
But that story isn’t coming across well in the face of fancy marketing and price discounting from supermarket own labels. So we’ll be working with them on various communications ideas to re-invigorate the brand and get people talking about their amazing story.
In fact our first work is already live. Check out the miscrosite and blog for TasteFair, Cafedirect’s event at this year’s FairTrade Fortnight.
We helped them develop their online strategy for the event, designed and built the site, and are helping them with their blogging and social media.
[...] Pitch win Just a quick one while we develop the main campaign for Cafédirect, our most recent pitch win. Naming and promotional material for a one-off event during their occupation of Whole Foods during [...]
February 18th, 2009 at 10:44 pm