The Fairtrade Foundation has unveiled a two-year brand platform, which showcases how an individuals’ choices contribute to “fairness”.

The platform, titled ‘Do It Fair’, can be seen through a nationwide tea campaign, Glastonbury and Fairtrade Fortnight.

Fairtrade has named Nice and Serious as the lead creative agency for the marketing drive. It was developed through a creative council made up of audience members, who were consulted through each stage of the development process.

Zoe Plummer, head of marketing at Fairtrade said: “With inequality on the rise around the world, there’s no doubt that Fairtrade‘s mission is more important than ever in 2025.

“But we also know we need to evolve our communications to make sure we’re relevant and cut through to consumers in an increasingly noisy space of charities, social justice and campaigning organisations vying for attention.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

As part of ‘Do it Fair’, Fairtrade has launched ‘Brew It Fair’, which aims to target ethically conscious buyers on limited budgets.

The campaign showcases the realities of the tea industry and encourages consumers to sign a petition to urge MPs to legislate fair wages and working conditions across business supply chains in the tea sector.

The work will run through May and was planned and run by Fairtrade‘s recently appointed digital media agency, Empower. 

Peter Larkin, creative director at Nice and Serious added: “With everything happening in the world right now, along with growing inequality in the UK, it really feels like the world is becoming a less fair place. This all adds to the feeling that we, as individuals, don’t have the power to change things. “