The Bitter Truth — Pact Coffee
By Ourselves
Making Londoners think twice about the coffee in their cup with a campaign that revealed the truth behind big coffee.
Fair Trade isn’t all that fair. Pact Coffee’s direct trade approach ensures a supply chain that can be controlled end-to-end meaning a better coffee for the farmer — and for you.
Our idea — The bitter truth.
We made Londoners think twice about the coffee in their cup with a campaign that revealed the truth behind big coffee — and the failures of Fairtrade.
Pact saw a 50% increase in acquisition numbers during the campaign and a brand awareness survey showed unprompted awareness had increased by 30%.
“We chose to work with Ourselves as they had a proven track record in working with brands with a similar challenge to us—brands whose products offer a solution to a problem that no one actually knows is a problem. They'd somehow managed to take these challenges and turn them into clever and impactful creative. It was a no-brainer for us to partner with them and we've definitely not been disappointed so far.”
Morwenna Francis — Senior Brand Manager, Pact Coffee