The Co-operative Group, Greggs, Starbucks and Cafédirect have joined forces to support the Fairtrade Foundation’s new coffee campaign Finding Hannah.
Launching on Monday the campaign will be fronted by comedian Tony Law, and aims to drive sales and raise awareness of Fairtrade coffee. Law will star in a series of online clips in which he whisks shopper Hannah from a Co-op store in Clapham off to a coffee plantation in the southern hemisphere to learn all about the Fairtrade coffee process.
Shoppers must watch the clips to unlock clues to reveal the country Hannah has been taken to. They can also receive special codes from participating retailers, which unlock exclusive online clips. At the end of the two-week campaign, one shopper will win a holiday worth £4,000 to the country.
“We are very pleased to be the only supermarket retailer supporting this fantastic, interactive campaign,” said Co-op Group Fairtrade strategy manager Brad Hill. Retail sales of Fairtrade coffee were over £190m last year with an estimated 14 million cups drunk every day, according to the Fairtrade Foundation.