Fairtrade to reveal seasonal strategy

Fairtrade is to overhaul its campaign strategy in a bid to drive year round support by targeting different audiences at different points in the calendar.

/p/f/r/Fairtrade.jpg

The not for profit organisation wants Fairtrade to be not “just about a fortnight” and will use the annual Fairtrade Fortnight campaign as a launch pad for a year of scheduled activity to drive further awareness.

The year round activity will include PR and online activity as well as campaigns led by Fairtrade brands such as Maltesers, Cadbury and CaféDirect, which will have more opportunities to demonstrate their involvement.

Activity will structured activity around four seasons, including a summer push that will target festivals and school fetes to promote the full Fairtrade range, and an autumn push to drive shoppers in store, instead of relying on one spike of activity during the Fairtrade Fortnight.

It will also ramp up activity around World Fairtrade Day in May by joining forces with international partners to focus on the links between development and business.

The strategy includes a new strapline: “Take a step for Fairtrade” due to be unveiled at the annual Fairtrade Foundation’s Commercial Conference this week.

The campaign is designed to encourage consumers to take a step by step approach to switching to Fairtrade products across all categories, throughout the year.

Barbara Crowther, director of policy and communications says that the concept will educate consumers about Fairtrade alternatives that consumers may not be aware of and encourage people to do one more thing for Fairtrade.

The strapline will launch in time for the next Fairtrade Fortnight 2012 between 27 February and 11 March.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here