One Minute Brief of the Day: Create posters to encourage UK shoppers to choose Fairtrade when they shop.
Tweet your entries to @OneMinuteBriefs and @fairtradeuk with the hashtagS #Fairtrade & #DoItFair + include a link to fairtrade.net
AND/OR YOU CAN also enter on Linkedin via the comments ON OUR PINNED BRIEF. Tag in linkedin.com/company/the-fairtrade-foundation
Get as creative as you like and enter as many times as you wish.
Remember your X and/or Linkedin handle/name in the top-left corner of your entries.
Deadline 6pm BST.
Feel free to share posts and stories to Instagram too!
PRIZES:
WINNER: £200 CASH
RUNNER-UP: £100 CASH
3RD PLACE: £50 CASH
Objectives:
Our primary campaign objective is:
To increase sales of Fairtrade products within key categories (Coffee, Tea, Confectionery, Bananas, Wine, Ice cream and more).
We will also have secondary audience-specific supporting objectives:
For government – we are calling on them to bring in new laws to ensure business is fair to people and planet
For our existing commercial partners – we want our current partners to communicate and amplify our message to their customers
For the industry – we want businesses not currently Fairtrade certified to join the movement
For campaigners – we want them to amplify our call on government by signing and sharing our petition.
Our message:
We want to land our core message to a mass audience – Buying Fairtrade means fairer pay for the people behind the products we love.
Our TOV & IMAGERY:
We make every attempt to centre Fairtrade farmer and producer voices within our comms authentically, meaningfully and in their own words wherever possible. An example storyteller and accompanying content you can use for this brief can be found on the link below:
Meet Dora Atiiga
The challenge:
Fairtrade and our logo is well recognised, but when it comes to deciding what to buy, there is a lot to consider. Help us come up with an impactful idea that makes shoppers look for and choose the Fairtrade label next time they’re at the shops.
Calls to Action:
In line with the above, the primary CTA should be to BUY FAIRTRADE.
Secondary CTAs are to DEMAND CHANGE & JOIN THE MOVEMENT.
Considerations:
We’d love to primarily see Fairtrade brand-led ideas but ideas can also feature Fairtrade products. Our priority product categories for this campaign are :
Coffee
Cocoa
Wine
But any Fairtrade products, as well as supermarkets which stock Fairtrade products (almost all of them) can feature, where relevant to the idea.
Top Fairtrade brands/retailers include:
Gregg’s – all tea, coffee, hot chocolate and sugar is all Fairtrade
Co-op – all own label cocoa, sugar, coffee, tea, bananas, roses and South African wines are Fairtrade
M&S – all M&S tea, coffee and most cocoa is Fairtrade
Ben & Jerry’s
Clipper
Also, Lidl, Sainsbury’s & Waitrose also stock Fairtrade products
Web Links & Socials:
An example storyteller and accompanying content you can use (but aren’t limited to) for this brief can be found below with more available to download here.
T&CS HERE.
