Cafédirect, the Fairtrade drinks company, has appointed Walker Media to handle its media planning and buying account after a pitch involving three other undisclosed agencies.
Walker Media has already taken over the business from incumbent Starcom Motive and will be responsible for dealing with all Cafédirect brands, which include tea, coffee and cocoa products. Its first project will be an above-the-line campaign for Tea-direct, the company’s black tea brand, which will break early next year.
Cafédirect head of marketing Sylvie Barr says the company wanted an agency that could take an integrated approach to marketing, which includes working closely with its creative agency, Host Universal.
Cafédirect’s advertising has mainly taken the form of outdoor and sampling. Last year Cafédirect spent a minimal amount on marketing, which would have to significantly increase if it is to move into TV, though it is not known whether Cafédirect is considering this.
Teadirect was relaunched in June with a new pack design with the aim of highlighting its premium positioning. According to Cafédirect, it is the fastest-growing black tea brand in the UK and figures from consumer data company Information Resources show that value sales of the brand have increased 34 per cent over the past year.