Starbucks unveils new Fairtrade based campaign

Starbucks UK is launching an integrated marketing campaign, promoting its Fairtrade ranges of coffee and brownies.

The campaign will include a television advertisement, created by AMV/BBDO, highlighting Starbucks commitment to coffee quality and its ten-year relationship with Fairtrade.

In addition to the TV advertising, Starbucks out-of-store activity includes print advertising in national and London press

This will include a Facebook campaign offering a free Fairtrade brownie with every purchase of a Fairtrade coffee, reaching almost 300,000 Starbucks Facebook fans in the UK and Ireland

The campaign also includes an offer for regular customers and registered Starbucks Card holders to swap a friend’s coffee to Fairtrade for free.

Highly visible point of sale material promoting ’The Big Swap’ is already in all stores

Brian Waring, vice president of marketing and category, Starbucks UK and Ireland, says: “Starbucks and Fairtrade have been working together for more than ten years, and this ongoing partnership reinforces our longstanding support for small-scale farmers and our commitment to responsible sourcing. We’ve very proud that our move to 100 per cent Fairtrade certified espresso in the UK and Ireland last September is already making a positive impact on the lives of coffee farmers.”

“Fairtrade is the most recognised and highly-respected ethical standard, and it’s the mark that resonates most significantly with our customers in its work to help coffee farmers earn a sustainable living.”

The campaign comes as the second week of Fairtrade Fortnight gets underway. The Big Swap campaign will end on Friday. Starbucks took part in the purely Fairtrade advertising break (a two minute and 30 second slot) in the world, made up entirely of Fairtrade brands including Cadbury and The Co-Op.

Motorway service area operator Welcome Break and Starbucks Coffee Company recently completed a licensed deal to open 29 coffee shops at Welcome Break motorway service stations over a 16 month period.

Starbucks also recently launched a myStarbucks App, allowing users to create and share their favourite drink, search for nearby stores, find out if a Starbucks store is Wi-Fi enabled, look up nutritional information for Starbucks food and drink items, discover more about Starbucks selection of wholebean coffees, and invite a friend to meet up at a Starbucks.

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