Fun. Fusion. Fairtrade Original

Fairtrade Original shows how surprisingly delicious fusion can be.

Fairtrade Original has been well-known in the Netherlands for years for its delicious products and fair trade practices. The brand aims to significantly increase brand awareness and establish an appealing position in the minds (and hearts) of its target audience. We were tasked with refining the brand strategy, creating a new tone-of-voice, and developing the big idea and new tagline: Honestly. Truly delicious. From this new brand essence, we launched the first campaign: ‘Let’s stir things up a bit’. With this campaign, we demonstrate that they know better than anyone how surprisingly different things can be. In the chain with more fair trade, and in the kitchen with surprising and original dishes. With a pinch from here and a dash from there.

The ‘Fun. Fusion. Fairtrade Original.’ campaign encourages consumers to embark on culinary adventures without much effort. Prior to the campaign, a survey was conducted in the Netherlands to determine their seven go-to dishes. These dishes served as the basis for collaborating with Scrambled to develop new dishes. For instance, the classic chicken and mushroom curry was flipped into spaghetti with red curry meatballs. And creamy potato-corn soup with chorizo was transformed into beetroot salad with halloumi and coconut-herb dressing.

The activation began with a launch for influencers and the press. It was well received and quickly gained broad coverage from AD to Gooi en Eemlander, and from Wandel.nl to Nicola Dow.