Fairtrade Foundation seeks 'deeper' engagement with 2013 activity

By John Reynolds, marketingmagazine.co.uk, Tuesday, 12 February 2013 08:00AM

The Fairtrade Foundation is to introduce the strapline 'Go further', as the charity aims to encourage commercial partners and consumers to make a bigger commitment to Fairtrade.

Fairtrade Fortnight: looking for 'deeper' understanding

Nestle, The Co-operative and Sainsbury's are among the lead partners for this year's activity, which runs from 25 February until 10 March.

Last year's Fairtrade Fortnight led with the tagline 'Take a step' and called for consumers who were unfamiliar with the brand to buy Fairtrade-certified products.

The forthcoming activity will now ask customers and partner businesses to 'do more' by purchasing certified products from a wider range of categories.

Cheryl McGechie, director of public engagement at the Fairtrade Foundation, explained:'ÔSomeone might buy Fairtrade coffee, but we want to encourage to them buy more than one Fairtrade-certified product.'

In a further departure from its traditional annual marketing plans, the charity is lining up a global campaign in September to encourage 'deeper understanding' of Fairtrade.

This article was first published on marketingmagazine.co.uk