Prophets lets go of feeling of guilt for Fairtrade

Prophets lets go of feeling of guilt for Fairtrade


We all have our own guilty pleasure: chocolate, coffee, sugar ... Each of these delicacies also has its Fairtrade version, so you have the perfect excuse to treat yourself during Fairtrade Week. Prophets renamed Fairtrade Week Guilt-Free Pleasure Week for the occasion.


During the first edition of the Guilt-Free Pleasure Week, Prophets and Fairtrade Belgium challenge as many people as possible to make sure each and every one of their snacks are by Fairtrade for 10 days. It is a delicious way to give Fairtrade farmers in the South a fair income.


Unlimited goodies

Nicolas Lambert, Director of Fairtrade Belgium: “We want people to see that having Fairtrade products is a pleasure rather than a duty. We are not raising a pedantic finger. Our products are sustainable, but anything but dull. They are delicious and of excellent quality.”


Initiating a change in behaviour

The aim of the call is to make supermarket visitors go for the Fairtrade version of their favourite snacks. Guido Goffeau, Creative Director at Prophets: “We use a mix of online posts, a Facebook event and some funny selfies of local celebrities to urge people to participate in huge numbers.”


Local celebrities are tucking in

Prophets attracted Frieke Janssen as the photographer and director of the campaign commercial. Uncle Bob was responsible for the production. Several local celebrities, such as Pieter Embrechts and Jonas Van Geel, greedily cooperated to make their contribution to the commercial, printed materials and social media munching.


Guilt-Free Pleasure Week runs from 5 to 15 October.

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About Prophets (becoming iO)

Prophets (becoming iO) is a renowned full-service marketing and communications agency with a strong digital DNA that was founded in 2004. More than 60 creative marketers help pioneering brands — such as Audi, Proximus, Barco, Port of Antwerp, and Tourism Flanders — to shape their clients' customer journey. In 2019, Prophets joined iO, the creative and digital powerhouse with over 1,500 experts in marketing, technology, strategy, content, and creation.

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