How to create a successful marketing campaign: Fairtrade Foundation and Fairtrade Fortnight.
The latest in our irregular series looking at successful marketing campaigns and how you can create your own winning promotion.
Fairtrade is a global movement for change that works directly with businesses, consumers, and campaigners to make trade deliver for farmers and workers. It has a strong and active presence in the UK, represented by the Fairtrade Foundation. The Fairtrade Foundation was established in 1992 by various charities, campaigns, faith, and women’s groups as an independent non-profit organisation. In the last 30 years, the Fairtrade Foundation has grown and 65% of people in the UK say they choose Fairtrade. And it’s growing; Fairtrade sales increased by 14% in 2020. But like any organisation, it can’t rest on its laurels and needs to keep promoting itself and most importantly it’s products. So, each year the Fairtrade Foundation runs Fairtrade Fortnight. So, what makes the campaign so successful?
Fairtrade Fortnight has a simple message and in 2023 links in with climate change. This year, they have used the rationing of fresh produce as a hook. One of the reasons the message is strong is that it combines head and heart – something that always works well when it comes to consumer buying behaviour. The ‘heart’ message of the cause of the people producing the food and planet, mixes well with the ‘head’ message of you can make a difference through your day-to-day purchases.
Taking the strong message, the Fairtrade Foundation has created a great stunt that will create headlines and column inches. The Endangered Aisle will shine a light on the supermarket staples most at risk of becoming endangered from the climate crisis, including coffee, bananas, and chocolate.
A strong call to action
The final thing that makes this campaign successful is a clear, simple call to action: Buy fairtrade. The campaign has explained the issue of farmers not being fairly paid, and land suffering climate change effects and then set out what everyone can do about it.
Taking note of these three things could make all the difference to your next campaign. How can you create a message which reaches both heart and head? Can you create a stunt that catches people’s eyes? And the most important thing is to make sure you have a strong call to action. Indeed all your marketing materials and activity need this so it’s worth spending some time on.
Let us know which of these tactics you use and what success they have brought you.