Fairtrade looks to mainstream

The Fairtrade Foundation is preparing a major celebrity-led campaign to change consumers’ shopping habits.

The 14-year-old organisation estimates that half of UK consumers recognise and understand the Fairtrade logo, but is keen to broaden its appeal.

'The people who buy Fairtrade products tend to be well educated and have good awareness of global issues,' said Fairtrade head of comms Barbara Crowther. 'We want a bigger slice of the mainstream market, and will achieve that by showing people how easy it is to incorporate Fairtrade products into their shopping.'

The campaign will be launched during Fairtrade Fortnight (6-19 March) with the tagline 'Make Fairtrade your Habit'.

The Forster Company will promote the campaign throughout the year, and has recruited 20 celebrities, including Anita Roddick and Vic Reeves. They will take part in a photo exhibition to be displayed at the Oxo gallery in London.

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