Cafedirect hires Mulcaster for fair trade push

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.

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.



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