Normal sends Fairbruary campaign into the next round
With wordplay and eye-catching colors, the «Fairbruary» campaign continues to raise awareness of fair-trade products in 2025. Fairtrade Germany and the agency Normal are relying on broad media coverage and strong retail partners to achieve this.
Fairtrade Germany is once again calling for "Fairbruary" in February. The campaign, developed by the Normal agency, aims to put the spotlight on fair trade. The aim is to encourage people to shop fairly for a month and thus support better working conditions in the Global South.
The campaign relies on striking linguistic wit: bananas become "Fairnanen", chocolate becomes "Fairolade". Illustrations show faces enjoying a "Fairpresso" or giving away "Fairosen". Bright colors from the Fairtrade palette are also intended to ensure maximum visibility in the grey winter months.
The campaign is divided into two phases. The first phase focuses on general messages to spread the idea of Fairbruary. In the second phase, 14 retail partners - including Aldi, Edeka, Lidl, Globus and Rewe - present specific fair product offers in flyers and apps. The campaign is complemented by social media, influencer contributions and campaigns at schools and universities.
With a gross media value of around three million euros and 30,000 posters, the Fairbruary 2025 campaign aims to reach a large audience. According to figures, 500 million contacts were already reached last year - a figure that is now set to be exceeded.
Responsible at Fairtrade Germany: Jan Zuther (Head of Trade Marketing), Jasmin Elambasseril (Trade Marketing Manager), Marla Carus (Trade Marketing Manager), Tom Jarosch (Student Assistant). Responsible for Normal: Sven Loskill (Digital Director), Martin Arnold (CD), Maurus Zehnder (Illustration). HUisHU (Animation). Supersteini Musikmarketing (Media).
