The Big Swap is being billed as the backbone of the biggest and most heavily supported Fairtrade Fortnight yet.
Retailers will get posters and banners with slogans such as 'What's Your Fairtrade Swap?' and ads will use slogans such as 'Get Healthy for Chile', 'Buff for Burkina Faso' and 'Moisturise for Madagascar' during the fortnight, which runs from 22 February to 7 March 2010.
The marketing initiative would drive sales and engage shoppers at an emotional level, said Cheryl Sloan, the Fairtrade Foundation's marketing director, at the foundation's conference last week.
"Swaps give consumers an emotional connection to Fairtrade," she said. "Our tone of voice will be warmer and more accessible. We are working with retail partners, offering unique ideas for different retailers."
Among the ideas currently being developed are 5-a-day Fairtrade fruit bags, bookmarks, cookbooks and logos on till receipts detailing shoppers' 'swaps' and thanking them for buying Fairtrade.
The Big Swap would help retailers encourage a long-term change in shopping habits, Dan Norris of ad agency Wieden+ Kennedy told the conference.
Organisers hope one million and one 'swaps' will be registered on a website where progress will be measured on a 'swapometer'. Big names such as Cadbury and Tate & Lyle had signed up to the fortnight, said Sloan, adding that the 2010 event was likely to represent Fairtrade's biggest marketing investment to date.