Creating brands with purpose: The mainstreaming of Fairtrade

This case study explains how the Fairtrade Foundation, an independent organisation which encourages fair prices for producers, built a global brand to increase awareness and sales.

Creating brands with purpose: The mainstreaming of Fairtrade

Wieden & Kennedy London

Executive summary

Fair Trade in the UK goes back more than 19 years. The movement sprang from concerned citizens looking for ways to create fairer trading links resulting in a better deal for those at the end of international supply chains. These pioneering consumers