Fairtrade signs up celebs for video campaign

Fairtrade has signed up celebrities including Alistair McGowan, Jessica Hynes and Simon Webbe, as part of digital activity to support its ‘Take a step’ campaign.

The organisation hopes that the celebrity involvement will encourage more consumers to “take a step for Fairtrade” as part of the annual Fairtrade Fortnight campaign.

The video shows the celebrities breaking into dance when they realise they have done something for Fairtrade, such as used Fairtrade tea or flour, instead of non-Fairtrade products.

Fairtrade revealed its plans to extend its marketing activity into a year-round strategy to Marketing Week earlier this year.

John Tashiro, marketing director of The Fairtrade Foundation says: “Fairtrade Fortnight 2012 will be the biggest online Fairtrade event ever. We haven’t forgotten traditional media routes, but the grassroots movement of Fairtrade supporters and campaigners in the UK are increasingly connected through online tools and communications.

“The campaign aims to stimulate action and reaches out to consumers, commercial partners and campaigners through different channels across the year, but crucially under a unified banner.”

Other celebrities involved include: Made in Chelsea’s Francesca ‘Cheska’ Hull, broadcaster Natalie Pinkham and Strictly Come Dancing’s Darren Bennett and Lilia Kopylova.

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