Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas

work via a « push & pull » strategy

Objective: +150% growth in CHOCOLATE via: Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer

Creatief Concept

Meet MAX

PisteFIGURES

Chocolate ‘figurines’ are pure fun, they are representative for Belgian chocolate (typical Belgian).

Figurines are story telling, they bring chocolate ‘alive’ = chocolate EXPERIENCE.

We create our own figurine, he is the tangible result of what Fairtrade can realise. (the proof of the pudding is in the eating ;)

MaxFigurine

Positive tone of voice, ‘joie de

vivre’

Story telling, he will tell the

story of Fairtrade cocoa in an

edutainment way (education &

entertainment)

Recognisable and realistic:

school uniform, big African

smile, slippers, backpack,..

Max will create ‘rumour around the brand’

Headlinebij

campagnebeeld

Fairtrade chocolade. Valt ook in Afrika in de

smaak.

Le chocolat équitable. L'Afrique aussi le trouve à

son goût.

Baseline

Fier op onze chocolade? Zeker als het Fairtrade is!

Soyons fiers de notre chocolat, choisissons-le équitable!

Action plan

2012

Cocoa Campaign

2012APRILFairtrade easter egg chasesConsumer campaign launch

OCTOBERWeek of FairtradeBuzz campaign, retail & OOH activities

NOVEMBER - DECEMBERSinterklaas goes for Fairtrade!

Generalcommunication

Poster/leafletRecto

Poster/leafletverso

JULYTravel to Ghana with

Ketnetvisit Kuapa Kokoo and

meetMax in real life!

Half OCTOBERAfter the

Week of the Fairtrade

OCTOBERRetail activities

OCTOBEROOH activities

Preparation of the “Sinterklaas roadshow”

NOVEMBER/DECEMBEREntrance of Saint Nicolas

Roadshow + Media attention

Conclusion

Max can make a hell of a difference !

Agenda

Coffee break

SLOTWOORD

MOT DE LA FIN

Lily Deforce - Director

Networking drink