The Co-operative Group has launched a web site to spearhead a marketing campaign to promote its Fairtrade credentials, including a major push in Co-operative and Somerfield stores.
As well as TV and press advertising, the campaign features in-store communications, including in-store radio and point-of-sale material, to communicate The Co-operative’s leadership in Fairtrade products.
The retailer’s commitment to Fairtrade is also showcased on the web site through guides on how to support Fairtrade in schools, towns and wider communities.
To support the campaign, The Co-operative is running offers and promotions on a wide range of Fairtrade products, such as coffee, orange juice and Champagne chocolate truffles, to encourage people to give Fairtrade products a try and make a switch.
The Co-operative has championed the Fairtrade mark since its inception in 1994, and its work has helped the UK become one of the largest Fairtrade markets in the world.
According to The Co-operative, it is still the only retailer to have converted entire own-brand ranges to Fairtrade: block chocolate in 2002 and hot beverages, including the iconic Co-operative 99 Tea, in 2008. The Co-operative claims to have also developed the largest own-brand Fairtrade wine range of any retailer.
Recent product innovation has included the introduction of the first Fairtrade olive oil from Palestine, the first fairly-traded charcoal from Namibia, and the first beansprouts grown from Fairtrade mung beans.
Brad Hill, Fairtrade strategy development manager for The Co-operative, said: “Fairtrade guarantees a fair price and a brighter future for producers and growers in developing countries. As well as reinforcing our Fairtrade credentials and our position as the leading supermarket supporter of Fairtrade, this campaign will raise awareness of the wide range of products on offer at Co-operative and Somerfield stores, and hopefully persuade even more shoppers to give Fairtrade products a go.”