Fairbruary: Fairtrade Max Havelaar launches annual campaign for conscious consumption
With the nationwide «Fairbruary» campaign, Fairtrade Max Havelaar is activating consumers for more conscious and fair consumption for the fifth time in February. The campaign is based on a multi-channel approach with digital content, gamification and collaborations with content creators as well as a national poster campaign.
With the nationwide «Fairbruary» campaign, Fairtrade Max Havelaar is activating Swiss consumers for more conscious and fair consumption for the fifth time in February - in a playful way, suitable for everyday use and with plenty of inspiration.
Fairbruary makes visible what has long been apparent on the market: Fairtrade is no longer a niche topic. Over 3,800 Fairtrade-certified products are now available in Switzerland - across all price categories and consumption occasions. From fresh food to sweets and coffee to high-protein snacks, fair consumption has become part of a modern lifestyle. This is precisely where the campaign comes in and translates values into concrete purchasing impulses.
Content, gamification and multichannel approach
The campaign hub is the central touchpoint www.fairbruary.ch with recipe ideas, quiz formats and interactive elements that invite you to engage with your favorite fair products. The offering is supplemented by trend-oriented social media content and collaborations with content creators such as @ART4N, @aninamutter and @sandro_zinggeler. The focus is on entertainment, identification and low-threshold knowledge transfer.
In addition to digital channels, Fairbruary is also present in public spaces: a national poster campaign is attracting widespread attention. Together with retail partners such as Coop, Lidl, the French-speaking Swiss coffee brand La Semeuse and Munz-Prügeli manufacturer Maestrani, Fairtrade Max Havelaar is creating a targeted product and brand presence. The campaign is now increasingly relying on multi-brand posters, which also offer visibility to smaller brands. «We are delighted that by incorporating this measure, we are also involving popular smaller brands such as Pakka, Ekô Kaffee, Stella Bernrain and Blasercafé and thus actively communicating their commitment to fair trade,» says Mike Coray, Marketing & Communications Manager at Fairtrade Max Havelaar.
Fairtrade in Switzerland: A strong context
This year's Fairbruary has a particularly strong context: in 2024, more than one billion Swiss francs were spent on Fairtrade products in Switzerland for the first time. Switzerland also has the highest per capita consumption of Fairtrade products in the world. The campaign builds on this high level of awareness and extends it into a concrete, activating consumer movement.
Fairtrade Max Havelaar, founded in 1992, is a non-profit foundation based in Zurich. It awards the Fairtrade label in Switzerland to products from Africa, Asia and Latin America that are produced and traded fairly according to comprehensive social and ecological criteria. Their sale enables small farmers and workers to achieve higher incomes and better working conditions.
