Cafedirect has tasked food and drink specialist Mulcaster PR and
Marketing with promoting its range of coffees and teas in the consumer
and trade media.
The fair-trade coffee brand has no agency on its books but used
Consolidated Communications until last spring. The current business was
won after a competitive pitch, which resulted in Mulcaster being charged
with pushing fairly-traded products as a future consumer trend.
Tan Harrington, Mulcaster MD, said: ’The plan is to take fair trade
mainstream. Fair trade is where organic foods were a couple of years ago
and they are now mainstream.’
The account will be headed by Simon Brooks, group account director at
the agency. He will report to Sylvie Condette, strategic development
manager for Cafedirect.
’Our strategy will be based on the excellence of the coffee itself
rather than anything charitable. Consumers will empathise with the brand
in addition to recognising its premium qualities,’ said Harrington.
According to Harrington, the comprehensive marketing campaign will
involve both advertising and PR. The PR element would involve both media
relations and sponsorship.