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Oxfam launches global ‘GROW” campaign naming and shaming top food brands


By Gillian West, Social media manager

February 26, 2013 | 2 min read

Oxfam has unveiled a new communications campaign entitled ‘Behind the Brands’ as part of the charity’s wider GROW campaign.

Designed and produced by UK digital agency Code Computerlove, the global campaign is set to go live in 12 countries. The initiative ranks the social and environmental policies of the world’s 10 biggest food and beverage companies with a scorecard naming and shaming the firms failing the millions of people in developing countries who supply land, labour, water and the commodities needed to grow their products.

The campaign aims to raise awareness of the issues, and is asking consumers to “change the way the food companies that make your favourite brands do business” through social communication techniques.

Jeremy Hobbs, Executive Director for Oxfam International, said: “By contacting companies on Twitter and Facebook, or by signing a petition to their CEO, consumers can do their part to help bring lasting change in our ‘broken’ food system by showing companies expect them to operate responsibly.”

He added, “No brand is too big to listen to its customers.”

Code Computerlove have developed an informative, responsive website for the campaign with on and offline communication tools such as posters and infographics which can be personalised to different audiences and languages. A creative and impactful video has also been included with the campaign.

Stefan Shaw, creative director at Code Computerlove, explained: “An important factor of this campaign is how easy it is for all Oxfam affiliates across the globe, and other organisations or campaigners that want to back the campaign, to use the assets within their campaign communication in so many different ways. The marketing materials are all multi-platform, quick, simple and easy to digest, very sharable across all platforms and channels, can be personalised and easily embedded into websites and other digital channels.”

At least half of the countries will be communicating direct to their supporters by email with Oxfam America hosting events outside locations relevant to sic of the companies on the list.

Shaw continues: “A core objective of the campaign was to make Oxfam’s findings accessible and interesting to the consumer, which we’ve achieved through the use of video, online and offline creative.”


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