About This Project
Summary
Every October, which is “Fairtrade Month,” Fairtrade America unveils three commissioned murals depicting small-scale farmers in cities across the US to meet conscious consumers where they are – their local grocer – and connect the sustainability dots behind products sold there. There are now 15 murals, with three more to be unveiled October 2025. Fairtrade engages shoppers, brands, and grocers to promote Fairtrade Month online and in stores through various B2B and B2C activations.
Goals & Objectives
The primary campaign goal is to connect shoppers with Fairtrade as a movement and build demand for certified products. Success is measured by a range of KPIs, including digital communications, B2B activations, media placements, local event activations and influencer and B2C impressions.
Results & Impact
The 2024 campaign garnered 30k visits across two landing pages, 13k+ giveaway entries, 2.8M potential reach from influencer engagement, 575M B2C and B2B media reach, and 1M impressions across social, ads and newsletter views and clicks. Retailers report a 75% averageincrease in sales of FT products
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