With over 80 million cups of coffee sold each year, 7-Eleven has partnered with Fairtrade, becoming the first mass-scale coffee retailer with the certification in Australia.
To celebrate the partnership, 7-Eleven unveiled a purpose-built, multi-sensory, pop-up ‘Fair Ground’ carnival in the heart of Melbourne’s CBD, helping patrons understand and experience the benefits of Fairtrade.
The experience was conceptualised by TABOO and brought to life in collaboration with The Art Line and Illusions.
They re-imagined a Lonsdale St carpark to bring the wonder and energy of a carnival to life for the public.
The ‘Fair Ground’ featured a 15m ‘Fairest Wheel’ and classic carnival games each highlighting the benefits of Fairtrade. Local artist Beci Orpin was also commissioned to create art installations, while all the elements were produced using recycled and sustainable materials and will be repurposed post-event.
Over the 2 days, more than 3,500 people streamed in to learn about the benefits of Fairtrade while enjoying free games, rides, performances, food and plenty of Fairtrade coffee.
Queues to get into the Fair Ground started gathering one hour before opening and extended for two blocks throughout the activation.
Last week 7-Eleven also launched their new ‘packaging made with plants, along with a continued commitment to divert cups from landfill with the continued expansion of their cup recycling program and by offering a discount to customers bringing their reusable coffee cups in-store.
7-Eleven GM of Customer & Insights, Julie Laycock, said, “This Fairtrade announcement is part of our broader commitment to the environment and a key pillar of the launch of our most sustainable coffee ever. It’s more important now than ever to know where your coffee comes from and that it’s traded on fair terms with fair working conditions. This means a more sustainable future for coffee farmers, their communities, and our customers.”
Fairtrade CEO, Mike Briers said, “Millions of Australians can now enjoy their coffee from 7-Eleven stores across the country knowing that the beans in every cup are bought on Fairtrade terms, helping many thousands of farmers, workers and their communities benefit. When choosing Fairtrade coffee, you’re supporting farmers earn a fair income with fair working conditions for a better quality of life.
“Every coffee purchase also supports farmers to invest in initiatives that benefit their communities, such as growing better quality beans, confronting environmental challenges, and building community infrastructure.”
On creating the Fair Ground, TABOO managing director, James Mackinnon said, “Making the world a fairer place is an important and serious endeavour, but that doesn’t mean that learning about it shouldn’t be fun. Creatively, we needed to ensure that every interaction at the Fair Ground was ‘education wrapped in entertainment so that each guest walked away understanding the benefits of this partnership while having some good old-fashioned fun.
“As a B-Corp, we love working on initiatives like 7-Eleven’s Fair Ground, which highlight the power that big corporates have in making a positive impact.”
Client: 7-Eleven Creative
Agency: TABOO
Production: The Art Line Build Team: Illusions
