Why Is This Food Delivery Startup Brand Employing Young Children?

The Fairtrade Foundation Created a Fake Company to Highlight Exploitation

Published on

Editor's Pick

To accompny the U.K.'s "Fairtrade Fortnight," running from Feb. 27- March 12), the Fairtrade Foundation created a hard-hitting filmed stunt that aims to remind people to question where their food comes from.

In the film, salespeople for a "new" brand called Farley & Bell approach people on the street and persuade them to try out a home delivery food service promising fresh produce from around the world at low prices. But when the delivery arrives at the recipients' front doors, to their horror, the boxes are carried by young children. It's then revealed that Farley & Bell is in fact a fake brand, created to higlight how food companies still exploit child labor in countries such as Ghana and Cote d'Ivoire.

Michael Gidney, CEO of Fairtrade, said in a statement that while most people in the U.K. disapprove of eating produce that exploits children and farmers, "When we reach for our everyday foods without necessarily questioning what lies behind them, seduced by nice packaging or attractive products and brands, we may be unconsciously feeding exploitation."

Created by Abbott Mead Vickers BBDO, the film will run online, leading viewers to the Fairtrade microsite

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 27, 2017
Agency:
Abbott Mead Vickers BBDO
Client:
The Fairtrade Foundation
Creative Director:
Alan Wilson
Creative Director:
Diccon Driver
Copywriter:
Andre Hull
Art Director:
Clark Edwards
Agency Producer:
Nikki Marsh
Tags
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age