Kushti Consulting

March 01, 2005 03:24 ET

Fairtrade gets glamorous in Divine campaign by St Luke's



MARCH 1, 2005 - 03:24 ET

Fairtrade gets glamorous in Divine campaign by St

LONDON, ENGLAND--(CCNMatthews - March. 1, 2005) -Divine, the UK's only
independent Fairtrade chocolate brand, launches a new advertising
campaign today, designed to challenge consumers' assumptions about
Fairtrade and promote its range of high quality chocolate.

Created by St Luke's, the campaign features beautiful young women
scouted locally from the Ghanaian Kuapa Kokoo farming community which
supplies the Fairtrade cocoa for Divine, and owns a third of Day
Chocolate. They pose teasing questions in a suggestive manner, in order
to confound out-dated perceptions of fairtrade brands like Divine. The
lines include:

- "Suddenly into Fairtrade now it's chocolate flavoured?"
- "Are you craving a better world or just another piece?"

The campaign was photographed by leading fashion photographer Freddy
Helwig, who has shot for Vogue, Dazed and Confused, The Face and Glamour
magazine, as part of an all-female team who travelled to Ghana to
recruit and shoot the girls starring in the ads.

The campaign marks a significant step-change in Fairtrade marketing,
which is fast moving on from its 'worthy' image. Research shows that a
new generation of young consumers is switching to brands that can
demonstrate a more responsible attitude to their suppliers, like Divine.

Divine, owned by The Day Chocolate Company, was launched by Kuapa Kokoo
in 1998 and has enjoyed increasing success ever since. As well as being
stocked in all major supermarkets, Liberty's has just started to sell
the full range of products.

Sophi Tranchell Managing Director of Divine says of the new campaign:
"St Luke's has created a very intelligent campaign that directly
confronts the trade-off between people's consciences and their desire
for the best product they can buy. Divine has both a social conscience
and a great tasting product, so we brought this to life confronting
people with a proposition they don't expect. It's Fairtrade with

Neil Henderson, Joint Managing Director of St Luke's adds: "The
Fairtrade sector is interesting because it's seeing such exponential
growth. So much so that larger corporates are having to address their
own supply chain and corporate social responsibilities in order to try
and keep up with consumers' expectations of their brands. This
challenging advertising makes Divine the most innovative brand in the
Fairtrade sector. "

The campaign will run in women's consumer magazines and national

Creative Credits

- Client The Day Chocolate Company
- Copywriter Natalie Ranger
- Art Director Eloise Smith
- Photographer Freddy Helwig
- Typographer Mike Pain
- Media agency Planning through Goodstuff Communications, Buying through
- Exposure National press and consumer magazines

For further details please contact Joan Ingle +44 (0) 208 802 3035 or
email joan@kushtinet.com


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