Cafedirect, the fair-trade tea and coffee supplier, has appointed a
so-called virtual agency - Leadbetter PR - to run a campaign celebrating
the brand's tenth anniversary.
The agency will launch products, run birthday activity PR and seek to
reposition the brand in a way that focuses on the quality of the product
and the fact that it is fairly-traded.
The work is being done by Leadbetter PR - the agency run by Louise
Leadbetter from Wales with a group of freelance colleagues across the
country. The agency will organise event sponsorships to back up the
communication of the revamped brand message.
Leadbetter said: 'Fairtrade doesn't yet have the highest levels of
awareness so that's important, but we are focusing more on the quality.
There is an analogy with wine - there are single source coffees, for
Leadbetter said the company needed to promote the fact that paying a
'fair-trade price' enabled them to get better coffee as well as to
support the growers.
The agency previously worked for Cafedirect when it existed as a real PR
agency before being acquired by Consolidated Communications.
Leadbetter left the larger agency a year ago and has now reinvented her
agency on a virtual model, winning Cafedirect after a pitch against
incumbent firm Mulcaster Public Relations.
The agency works on the basis of video conferencing and an intranet.
Leadbetter said the advantage of the virtual model was in a lower cost
for clients as there are no distractions associated with what she
claimed were non-core activities, such as training.