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The Co-operative Food Growing Fairtrade Stories

Client: The Co-operative Group
Brand: The Co-operative Food

Challenge

The Co-operative Food wanted to highlight its 20-year long commitment to Fairtrade, showing the movement's transformative effects on communities. The problem is: only 28% of consumers trust that the extra money paid for Fairtrade products goes to supporting producers (source: Mintel). So, what would convince you that Fairtrade is worth the extra? There’s another challenge too: campaigns for familiar brands risk engaging only existing supporters. How can we reach the uncommitted people we really need to persuade?

Provocative Thought

We’ve all seen brands present their clichéd pictures of happy people and feel good success stories. We knew there was room for a better approach. What if we harnessed the power of social networks to put you directly in touch with farmers? No PR, no spin; just the authentic stories of ordinary people you can talk to directly. 

Solution

To spark conversations all over Facebook and Twitter, we created a social campaign that connects consumers directly with workers and farmers in Fairtrade Co-ops. By pulling together these conversations at www.growingstories.coop, you can really see the positive impact. Then, we incentivised sharing with ‘You share, we fund’. Just create and share a fun message made out of flowers, chocolate or bananas and we add £1 to a Fairtrade project fund of up to £25,000. 

Just a few weeks in, the site has been shared nearly 4,000 times. By the end of Fairtrade fortnight in February, we’re expecting to reach over 5 million people.

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