The initiative, which this year runs from 28 February to 13 March, is called ‘Show off your label’. The activity will include a consumer participation page on Facebook.
Ben & Jerry’s and Starbucks, both of which have secured Fairtrade accreditation in the past 12 months, will promote the event. Other participating brands include Sainsbury’s, Nestlé and Cadbury.
Cotton is one of the central themes of this year’s campaign. The Foundation claims that less than 1% of cotton fashion on the high street carries the Fairtrade certification mark.
Online retailer ASOS will provide one of the showpiece products for Fairtrade Fortnight in the form of designer scarves. Meanwhile, Topshop is rolling out a dedicated denim range, and Marks & Spencer is launching a collection made from sustainable fabrics, called Indigo Green. All partner activity will run under the ‘Show off your label’ banner.
Richard Stobart, head of consumer marketing at The Fairtrade Foundation, said the annual event provided a sig-nificant platform for brands to showcase their CSR cred-entials. ‘Any brand with Fairtrade-certified products has an opportunity to join in the fun of Fairtrade Fortnight and talk about their relationship with producers in developing countries,’ he added.
The event’s partner brands will support the Fairtrade Fortnight Facebook presence, created by Wieden & Kennedy. It invites users of the social-networking site to upload a photo or video of themselves using their favourite Fairtrade product in a light-hearted way, such as using a banana to create a ‘banana smile’.
The interactive offering also includes the ‘Big lie-in’, challenging consumers to the longest Sunday morning lie-in.
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