Why Is This Food Delivery Startup Brand Employing Young Children?

The Fairtrade Foundation Created a Fake Company to Highlight Exploitation

Published On
Feb 27, 2017

Editor's Pick

To accompny the U.K.'s "Fairtrade Fortnight," running from Feb. 27- March 12), the Fairtrade Foundation created a hard-hitting filmed stunt that aims to remind people to question where their food comes from.

In the film, salespeople for a "new" brand called Farley & Bell approach people on the street and persuade them to try out a home delivery food service promising fresh produce from around the world at low prices. But when the delivery arrives at the recipients' front doors, to their horror, the boxes are carried by young children. It's then revealed that Farley & Bell is in fact a fake brand, created to higlight how food companies still exploit child labor in countries such as Ghana and Cote d'Ivoire.

Michael Gidney, CEO of Fairtrade, said in a statement that while most people in the U.K. disapprove of eating produce that exploits children and farmers, "When we reach for our everyday foods without necessarily questioning what lies behind them, seduced by nice packaging or attractive products and brands, we may be unconsciously feeding exploitation."

Created by Abbott Mead Vickers BBDO, the film will run online, leading viewers to the Fairtrade microsite


Feb 27, 2017
Brand :
The Fairtrade Foundation
Client :
The Fairtrade Foundation
Agency :
Abbott Mead Vickers BBDO
Creative Director :
Alan Wilson
Creative Director :
Diccon Driver
Copywriter :
Andre Hull
Art Director :
Clark Edwards
Agency Producer :
Nikki Marsh

Need a credit fix? Contact the Creativity Editors

Project Type