Chalk wins four-way Cafedirect pitch

London, 1st September 2009 - Fairtrade pioneer Cafedirect has appointed Chalk as its retained corporate affairs agency following a two-stage, four-way pitch.

Chalk’s appointment is part of a drive to re-invigorate the brand’s ‘pioneering identity’, as it is challenged by mass-market brands branching out into the lucrative Fairtrade market. Adam Barber will lead the corporate affairs account, while Jo White from sister agency Unity will head up the consumer side.

"Cafédirect leads where other brands with ethical aspirations follow," commented Nik Done, Unity co-founder.  "The investment the company makes back into its supply chain actually improves the taste of the end product and our challenge is to show that the brand stands for great products as well as positive, sustainable business.