Fairtrade is passionate about securing better prices, decent working conditions and fair terms of trade for farmers and workers in the developing world.
To launch Fairtrade Fortnight 2019, the Fairtrade Foundation tasked us with promoting its experiential popup hot chocolate salon, a Glimpse Collective concept, by creating a media buzz and driving consumers to the unique event where they could try out celebrity-curated hot chocolates and learn more about the Fairtrade mission.
We started by hitting all the major ‘What’s On’ slots in key national and London-centric media to drum up interest and get the event on consumers’ radars.
Using stunning images of the celebrity-designed hot chocolates and bespoke commentary from Fairtrade ambassador Melissa Hemsley, we secured more than 30 pieces of coverage promoting the event – including TV and radio interviews with Fairtrade’s Director of Public Engagement on Sky News and talkRADIO.
On launch day, we hosted key journalists and news wires who were treated to the full hot-chocolate experience, as well as gaining exclusive access to celebrity ambassadors Melissa Hemsley and Harry Hill.
Post-event, we secured hero coverage in the Evening Standard including video content that was seeded out across its website and social channels.