AMT is the only national coffee chain to have accreditation from the Fairtrade Foundation and is the first British coffee company to go 100 per cent Fair-Trade with coffee and 100 per cent organic with its milk.
There are 47 bars nationwide. Weber Shandwick will kick off promotional activity focusing on AMT’s 19 station outlets in and around London.
The agency plans to promote brand awareness among commuters and educate them about the importance of ethically sourced products ‘in a fun way’.
Weber Shandwick will target commuter titles such as Metro, The London Paper and London Lite.
Alongside stories about ethical coffee, the agency will secure profiles of the firm’s eponymous MD Alistair McCallum-Toppin, who founded the chain with his two brothers.
The agency will help to promote the brand revamp, which is still being worked on. The contract will run until the end of December, with the potential for extension.
Weber Shandwick sec-ured the account after approaching AMT. The move is part of Weber Shandwick’s drive to grow its ‘green’ client base.
The agency is in talks with other clients – both current and prospective – to discuss how to become a socially responsible company.
Associate director Kim Kalinowski said: ‘We have now well surpassed the tipping point in terms of consumer consciousness about how we look after our world from an environmental point of view.’
She added: ‘There is an opportunity for brands to operate in an ethical way. It’s what consumers are demanding more and more.’