Foundation goes digital to aid Big Swap promotion

The Fairtrade Foundation is increasing its digital marketing activity in the run-up to its Fairtrade Fortnight “Big Swap” campaign 2010.

It has also appointed MPG without a pitch. The media agency will handle all of the Foundation’s on and offline media planning.

Fairtrade Fortnight is the organisation’s biggest annual campaign and this year will focus on swapping tea for Fairtrade tea.

The Foundation aims to encourage consumers to swap more than 1 million everyday products such as tea, coffee and chocolate for Fairtrade items during the fortnight, which begins on 22 February.

As part of the digital activity, three online films about Fairtrade tea and coffee have been created, which are being seeded via a range of online communities and social networking sites.

Watch the campaign here


Marketing balance shifting back to acquisition

David Reed

Prospecting for new customers is returning to the marketing plan after a year-long focus on retention activity, according to a new survey by KDB. In a survey of 500 marketing decision makers, it found that only 9 per cent were focused solely on retention, compared to 22 per cent at the height of the recession. […]


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