// CAMPAIGN WAS USED BY MEDIA TO LAUNCH FAIRTRADE FORTNIGHT
// NATIONAL, BROADCAST AND REGIONAL COVERAGE
// ACHIEVED OVER 10 MILLION OTS
// DELIVERED 25 TIMES ROI
OBJECTIVE
Raise awareness of Slug and Lettuce and highlight its food and drink credentials to its key audience of ‘twenty-something’ females, to create a point of difference on the High Street.
SOLUTION
As Slug and Lettuce supported The Fairtrade Foundation, Storm used Fairtrade Fortnight as a platform for the campaign. A series of Fairtrade fashion shows were set up in five bars around the country by linking with People Tree, the UK’s leading Fairtrade and eco-friendly label. These events were timed to coincide with the launch of Fairtrade Fortnight to maximise press coverage in the national and regional media, by tapping into the heightened media and consumer interest in this ethical event. They also created a positive ‘experience’ in the bars and acted as a staff motivation tool, as many were used to model in the shows.
RESULTS
Sky News used the London event as the ‘launch’ for Fairtrade Fortnight, and this was followed by coverage in The Observer Food Monthly, Sunday Telegraph, The Times and FT on the events and Slug’s range of Fairtrade refreshments. Substantial coverage was also achieved regionally around each fashion show, with local TV, radio and print media attending.