During the annual St Nicholas celebrations, Dutch people give each other chocolate letters, from A to Z. Kim gets a K, Jan gets a J. We came up with the idea of a 27th chocolate letter. The ‘&’ was once the 27th letter of the alphabet and is now the first chocolate letter for everyone. This & symbolises the mission and working method of FTO. A business model without losers: both farmers and consumers benefit. The insight ‘together’ has been translated into the product itself. Not only the ingredients are fair, but the product itself is a symbol of fair trade.

Despite the very limited PR budget of just €3,000, the campaign was picked up by several big newspapers, magazines and TV shows, which resulted in a total free publicity value of just under €100,000. Fair Trade Original managed to sell all of the 60,000 available Chocolatel&tters in the blink of an eye. Lots of Dutch people enjoyed them, and the sugar and cocoa growers benefited too.