Tate & Lyle appoints Digital Agency Maynard Malone for its
Fairtrade Communications

Tate & Lyle has appointed Maynard Malone, the digital communications agency, onto its marketing roster as it bolsters its digital communications activity around Fairtrade. The appointment comes as Tate & Lyle marks the first anniversary becoming 100% Fairtrade, which coincides with Fairtrade Fortnight (23rd February- 8th March 2009). Maynard Malone will focus on developing a digital strategy for the brand, creating a new consumer site in the UK, www.tasteandsmile.co.uk as well as managing email marketing campaigns and CRM activity with its customer base here.

Tate & Lyle was the first FTSE 100 company to go 100% Fairtrade and launched a dedicated website to inform and educate consumers about how it sources its sugar and the difference its approach makes to communities around the world. The site also offers recipe ideas, promotions and competitions to get consumers involved and take positive action to support the Fairtrade movement. The new site will launch in the second half of 2009.

“Maynard Malone was a natural choice for us. We approached them last year to help us with our email marketing. They understood our brand and the communications challenge instantly, producing an effective email campaign on a tight schedule,” said Laura Graham, Brand Manager for Tate & Lyle. “Their ability to embrace and empathise so quickly made it an easy decision for us to appoint Maynard Malone to our roster to work on the redesign of our tasteandsmile website and continue to create our consumer email communications in support of our Fairtrade operations.”

Maynard Malone’s Managing Director, Maggie Lonergan added, “I’m delighted we’ve been appointed onto Tate & Lyle’s roster. We applaud their move to 100% Fairtrade and we’re very excited about engaging consumers online across the UK to embrace this position.”