New Divine ads aim Fairtrade at mainstream

Fairtrade is hoping to ditch its 'worthy' image by launching its new Divine chocolate range with a slick advertising campaign featuring glamorous models.

But the women who have become the face of Divine chocolate are not highly paid fashion faces, but actual Ghanaian farmers who work on the co-operative that supplies Divine with its cocoa.

Aged between 18 and 21, the three women were given a makeover and snapped by fashion photographer Freddy Hedwig, who has worked for Vogue and The Face.

By featuring strong African women for the first time, the campaign hopes to challenge people's perceptions about Fairtrade products and the people who produce them.

The ads use slogans such as "Suddenly into Fairtrade now it's chocolate-flavoured?" and "Are you craving a better world or just another piece?"

The campaign, created by advertising agency St Luke's to coincide with Fairtrade Fortnight, aims to attract ordinary chocolate fans as well as confirmed Fairtrade consumers.

Sophi Tranchell, managing director of the Day Chocolate Company - which owns Divine - said: "St Luke's has created an intelligent campaign that directly confronts the trade-off between people's consciences and their desire for the best product. It's Fairtrade with attitude."

The ads will appear first in OK! and Now celebrity gossip magazines, followed by The Guardian, The Independent and The Observer, and then glossy publications such as Red, Eve and Marie Claire, until May.

Divine is stocked by all major supermarkets and department store Liberty.


- The Day Chocolate Company was launched by the Kuapa Kokoo farming community in Ghana in 1998

- Kuapa Kokoo now owns a third of Day Chocolate

- The women in the ads were scouted locally and photographed by an all-female team on location in Ghana.

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