Fairtrade hunts for emotional connection in strategy shift

The Fairtrade Foundation is shifting its marketing strategy as it looks to engage with consumers emotionally by communicating the “human element” of its work.
The Foundation is launching a new creative platform, ‘Don’t feed exploitation’ in preparation for its annual Fairtrade Fortnight, which this year runs from 27 February to 12 March. Created by new agency AMV BBDO, the strategy aims to show not just how well Fairtrade has done in improving the lives of farmers