Cafédirect hands six-figure account to Unity following a four-way pitch

Cafédirect has appointed Unity to push the brand beyond its Fairtrade roots, as the market becomes increasingly competitive.

Going back to its roots: Cafédirect
Going back to its roots: Cafédirect

Unity, alongside sister brand Chalk, has been retained for the consumer, corporate and trade brief after a four-agency pitch that is thought to have included Publicis, Futerra and Margaret Street. The brief is understood to be worth a six-figure sum.

The appointment is part of a drive to re-invigorate the brand’s ‘pioneering identity’, as it is challenged by mass-market brands branching out into the lucrative Fairtrade market. The company launched in 1991, predating the Fairtrade mark in the UK by three years.

The agency’s first task will be to launch the results from a three-year project to help tea and coffee growers adapt to climate change, which is already affecting their businesses.

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