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Cafédirect unveil New Campaign and Positioning



‘Made the Small Way, by Brothers and Sisters, champions great tasting coffee and global smallholder coffee farmers

Cafédirect unveil New Campaign and Positioning


Cafédirect are launching their first campaign made by Brothers and Sisters next week. The 2minute film and corresponding online ads coincide with a major packaging relaunch, and is based on a new communications strategy, also developed by Brothers and Sisters with Cafédirect. The campaign tells the story of the brand's ‘Made the Small Way’ philosophy.
Cafédirect only work with smallholder growers – 280,000 of them around the world, because the love, care and attention that they put into growing their own crops, makes for better tasting coffee.  Cafedirect also work directly with them (thereby cutting out the middlemen) and sharing their profits with them.  In doing so they can help smallholders improve their farms and combat challenges, such as climate change.
The campaign, featuring the voice of comedian Adam Buxton (of BBC Radio 6's Adam and Joe fame), features dancer’s hands acting out the story of Made the Small Way. The film was written and produced in house by Brothers and Sisters and directed by Harry Dwyer.  The choreography was by Jason Jacobs of the Hofesh Shechter Dance Company and the music was composed and performed by Ollie Chance.  The campaign features a charming 2 minute manifesto film that will appear on Cafédirect’s website and heavily across social media, and a 30" film and online ads that will appear across a range of sites, including a partnership with the Guardian Group.
View the spot below:
Andy Fowler, Founder and ECD of Brothers and Sisters said: "We love working with brands who put something good into the world and telling the Cafédirect story has been a joy.  We look forward to taking the story of "Made the Small Way" to the next level."


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Brothers & Sisters, Mon, 01 Oct 2012 15:51:05 GMT