To celebrate the Fairtrade Fortnight Channel 4 teamed up with The Fairtrade Foundation to create a special themed ad break, devoted exclusively to Fairtrade products. On Thursday 25th February at 8.15pm, the Channel 4 ident introduced the break and alerted viewers they were about to see something special.
The break was introduced with a Channel 4 voice over and featured commercials from Cadbury and Starbucks with two different ads from The Co-Op. Plus there was a specially created ad from The Fairtrade Foundation for The Big Swap, the Charity's TV advertising debut
The themed ad-break was broadcast during the final episode of My Dream Farm, a new six-part series on Channel 4. The programme followed Monty Don as he helps six different families to realize their dream of returning to the land.
With its emphasis on small producers and sustainable farming methods, and backyard animal husbandry to generate food production, My Dream Farm reflected many of Fairtrade's values and was the perfect programme to host this special advertising break. The break was watched by 988,651 people.
For more details, please contact Monica.
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