B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: 7-Eleven & TABOO Hosts A Coffee Carnival To Celebrate Partnership With Fairtrade
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > 7-Eleven & TABOO Hosts A Coffee Carnival To Celebrate Partnership With Fairtrade
Media

7-Eleven & TABOO Hosts A Coffee Carnival To Celebrate Partnership With Fairtrade

Staff Writers
Published on: 20th October 2022 at 10:38 AM
Edited by Staff Writers
Share
4 Min Read
SHARE

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 7-Eleven, Taboo
Share

Latest News

Ritson: Tindall’s Compound Creativity The “Most Significant Thought” In Last Decade Of Marketing
24/06/2025
Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?