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Fairtrade Foundation gets retailers involved in new coffee campaign
The Fairtrade Foundation will launch a new advertising campaign this autumn which is designed to educate consumers about the benefits of fair trade to smallholder coffee farmers.
Retailers taking part in the two week Finding Hannah campaign will include Cafedirect, Starbucks, Greggs and The Co-operative with more expected to follow.
Running from 30 September to 13 October, the campaign will take consumers on a ‘bean to cup’ Fairtrade journey, and give them the chance to win a once-in-a-lifetime trip to a Fairtrade coffee origin country.
The campaign will involve a celebrity, whose name will be revealed when the campaign goes live, presenting a series of filmed clues, accessed by a special promotional code, that will slowly reveal the country they are visiting. At the end of the two-week promotion, the winner will receive a prize of a holiday to an exotic location. Fairtrade said the campaign will be publicised and advertised in prominent public places as well as through social networks such as Facebook and Twitter.
The Fairtrade Foundation will also use the campaign to encourage businesses along the supply chain to communicate the impact of Fairtrade to their trade customers through four short business-to-business films in which farmers talk about the benefits of Fairtrade. Kate Lewis, the Fairtrade Foundation’s product manager for Coffee, said: “This is an exciting campaign for consumers and businesses alike and the first time we are running a promotion just focusing on coffee,’ says Last year retail sales of Fairtrade coffee were just over £192 million with an estimated 14 million cups of Fairtrade coffee drunk every day. Fairtrade is very much a consumer drink of choice and our aim in 2013 is to support more Fairtrade farmers and their communities than ever before by increasing sales and availability.”
Last year, Fairtrade Premiums of approximately €28.9 million (£23 million) were paid to coffee farmers around the world for investment in their businesses or community development projects like clean water or education.