A marketing team appointed to handle FairTrade South Africa, has revealed when Starbucks is going to launch in South Africa – May 2016.
Cape Town-based public relations and social media agency, go4word, has been appointed by ethical certification group FairTrade South Africa as its PR agency for 2016.
Fairtrade promotes equality and sustainability in the farming sector, and certifies hundreds of companies in ethical trading. Go4word was hired to handle consumer campaigns for the group in 2016.
In announcing the appointment, the agency revealed its plans for the year, which included the following:
Providing value-added PR support to existing Fairtrade brands will remain the core consumer focus for Fairtrade in 2016.
Further consumer campaigns will include the annual flagship campaign, Fairtrade Fornight; the launch of Starbucks in South Africa in May; Cadbury Diary Milk’s Fifth Fairtrade birthday in July; International Coffee Day in September; and Fairtrade wine month in November.
A spokesperson for Starbucks in South Africa said that the brand’s launch window was still set to “the first half of 2016”, with dates still to be confirmed.
A May launch date fits within this window, however.
Taste announced in July 2015 that it had secured the rights to open full-format Starbucks stores in South Africa.
According to Taste, following the grand opening, 12 to 15 more stores will open over the next two years at a cost of R108 million.
The group expects future store growth of 20 outlets per year.
Taste’s research into the market opportunity for the brand – taking costs into account – is for 150 to 200 stores in South Africa.