Percol publicises fair-trade status

Percol, which claims to be one of Britain’s oldest fairtrade coffee brands, has called in PR support for the first time.

It wants to differentiate itself in the increasingly competitive ethical coffee market.

Communique PR will position Percol as 'a brand for the adventurous'. Its packaging has been relaunched to feature tasting notes, similar to those found on wine bottles.

The agency will use trade, consumer and broadcast media to try to educate consumers and encourage people to try new varieties.
Rivals Café Direct, Nescafé and Kenco all have fair-trade product lines.

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