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.


Mark Ritson: Brand equity must drive communications

Mark Ritson

In the past decade, several big consumer brands – in particular Stella Artois, Cadbury and Guinness – lost sight of the priority of branding over communications. Put simply, the advertising tail began to wag the branding dog to the detriment of long-term brand equity. I highlight Stella, Cadbury and Guinness because their loss of direction […]


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