Fairtrade Sugar Launch

Mango December 7, 2020 0


MANGO-OMC worked closely with the Fairtrade South Africa team to develop a strategic communications plan to launch Fairtrade sugar to the consumer and business markets.


  • Strategic media introductions to the brand and the new product.
  • Put together a field trip for selected media to the factory in KZN. Managed all logistics from invitations to RSVP’s and hosting as well as event management.
  • Generation of thought leadership pieces and placement in business media.
  • Press release generation and placement in media.
  • Crisis communications and reputation management.
  • Extensive media liaison.


Some of the results (as of november 2020) and over a  3 month period of time.

  • An AVE of R1,363,870.44.
  • A campaign ROI of x 11.3.
  • Reach of 17,143,019.
  • New media relationships across news, health, business and lifestyle media.

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