Global Ethics readies festival event

Global Ethics, which owns the One brand, is planning to launch a series of community events to increase awareness of its product range and drive sales.

One Good Egg

It will host its first “mini-festival” at ‘Mac’s Farm’, one of the company’s suppliers in East Sussex on 29 April and hopes to attract around 2,000 people. It will be promoted under the One Good Egg brand.

One hopes to develop future events at schools, universities and businesses to get people involved with the organisation’s strategy to use all profits from the sale of One branded products to fund like-for-like development projects in Africa.

Families are invited to visit the farm and collect their own eggs from the hens. There will also be a farmers’ market, hog roast, an old fashioned fun fair and live bands and dancers.

The full range of One branded products, which includes bottled water, eggs, bread, porridge, toilet roll, plasters, condoms and handwash, will be available at the event.

One will also be challenging visitors to see how much water they can carry in a bid to educate people on the challenges faced by people in African communities without running water, who have to walk for miles each day to collect it.

Money raised from the open day will be used to fund community egg farming projects in sub-Saharan Africa.

Anita Kinniburgh, marketing manager, says: “The scale of these events isn’t huge, but the understanding those people get [of the brand] is more valuable to us than a press ad that people might flick past”.

“The direction we’re going in is attention grabbing events so PR and media work with our lean budgets. We’re cautious to remain commercial and not to appear as a charity, but we take a playful tone married with serious issues.”

The brand has run press, TV and radio advertising in the last year.

The firm is also preparing to extend its brand into a further FMCG category later this year after launching bread and porridge ranges last year.

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