Introduction
Strengthening the position of a well-known brand in retail
The Fairtrade label is extremely well known among consumers – around 90% of German shoppers recognize it. However, the globally active fair trade initiative ultimately has to convince retailers and producers before it gets to the buyer. So, we developed a concise, emotionally charged value proposition targeted towards the industry.
How it began
Why Fairtrade?
The Fairtrade label was one of the first to certify both raw materials and products and is one of the most well-known consumer labels in Germany even today. But as the certification landscape grows more crowded, with retailer-developed labels adding to the mix, differentiation has become crucial. To reinforce Fairtrade’s unique value, it was necessary to develop a strong argument showcasing “Why Fairtrade?”. This had to be based on the strong value proposition the label offers and the initiative’s broad areas of action.
Developing the solution
From Insights to Creation
It all started with gaining insights: What makes Fairtrade so special, and how does the initiative support better working conditions in the Global South? We conducted in-depth interviews with key account managers. Complementary desk research, including a digital listening study, helped us understand competitor communication and current trends better. These insights shaped our strategic framework and three creative directions.
The outcome
Small mark.
Big impact.
With the concept “Small mark. Big impact.” we show that the small label on the final product stands for so much more: a whole Fairtrade system made up of initiatives, standards, and local engagement. To achieve this, we executed a multi-layered campaign consisting of concept-driven ads, case studies from production countries showcasing people whose working conditions improved through Fairtrade’s engagement, and ads featuring companies that benefit from cooperating with Fairtrade. This resulted in showcasing all the facets of the initiative in a bold, contemporary, and emotionally engaging way.
About Fairtrade
Fairtrade Germany is the national organization of Fairtrade International, an independent initiative promoting fair trade. The revenue from Fairtrade products in Germany exceeds 2 billion euros. The additional Fairtrade premium income for producers worldwide, triggered by the sales of Fairtrade products, amounted to over 200 million dollars in 2023.
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Bjørn Olsen
Partner, Country Manager Germany
