Application letters make companies aware of the importance of sustainable coffee at work

After winning a pitch, Total Design was able to work for a special joint campaign of MVO Nederland, Fairtrade Nederland and Solidaridad. Last week, the Good Coffee campaign was launched. A campaign that makes companies aware of the importance of sustainable coffee for a fair price. Only if coffee farmers get a good price, they can invest sustainably in the future and also prevent practices such as child labor.

Research among more than 1,000 respondents shows that 85 percent of the Dutch do not know if they drink good coffee at work. Research also shows that 73 percent want their employer to choose good coffee.

The campaign
In the Netherlands, when we have a new job, we jokingly say that only one thing is important: do they have good coffee? But maybe this question is not so crazy at all, because if you know what kind of coffee your employer serves, it also shows how much importance they place on fair pay for all and their commitment to the world as an entrepreneur.

The shortage in the labor market means that there is one message every company is eagerly awaiting: the one from an applicant. Because in the war on talent, you’re lucky if talent wants to come to your office for coffee at all.

Together with more than 180 volunteers, we are sending as many application letters as possible to employers. The message in that letter is to let them wonder if they actually serve good coffee. Not taste-wise but what’s the origin of the coffee they are serving? After all, they only want to work for a company that serves ” good coffee”. By doing this, the campaign directly reaches HR and office departments with the message that sustainability is also about buying your coffee.

With a video deployed as a pre-roll at NPO and on LinkedIn, we are targeting broader awareness among employers.

More information about Good Coffee and the campaign: www.goedekoffie.nl