Vending Machine D.E Master Blenders, Australia

UTZ Inspiration Communications examples per channel UTZ is your brand endorser

• 95% of consumers buy your products because they like your brand • Consumers expect their favorite brand to source responsibly • Consumers generally are brand loyal rather than ‘label loyal’ • UTZ endorses your brand with credible and reliable sustainability stories • UTZ is the objective assurance that your company sources responsibly • Communicating on UTZ mission links your brand to good business. • Together we work to create a world where sustainable farming is the norm How we work

• UTZ offers you (customized) communication services & tools

• With UTZ you have the flexibility to integrate UTZ stories in your own communications

• Get access to ads, visuals, movies, textual elements and more from the UTZ resource library

• Free use of communication materials provided that • your cooperation with UTZ is highlighted • your concepts are shared with UTZ before publishing to safeguard credibility of both the UTZ program and your brand v

• Contact your UTZ Member Support Team: • [email protected] Which UTZ logo?

There are two categories of logos available*:

• The UTZ corporate logo, which does not include the word ‘Certified’ and which can be used for off-pack communication when talking about the collaboration with the UTZ organization.

• The UTZ labeling logo, which includes the word ‘Certified’. The labeling logo is applicable for on- pack and off-pack communication regarding the certified product.

*Most communication examples in this presentation were created prior to the logo update of January 2016 and therefore in some cases carry the UTZ labeling logo instead of corporate logo. Communications examples

For various communications channels • There are many ways to tell the UTZ story. In this presentation we show examples from our partners all over the world.

• You will find examples of print communication, co-branding, point of sale, on-line, social media, TV, on-pack and events.

• Take a look and be inspired!

• Other ideas?

• Just let us know. We are ready to brainstorm with you on the possibilities.

Want to see more? Check the other presentations with communications examples in the resource library. Print - consumer Ads & flyer Tchibo, Germany Advertisements Corny, Germany Advertisement Chocomel, The Netherlands

Ad in consumer magazine of restaurant chain La Place Corporate brochures Coffee Club, Australia Advertisement with QR code Douwe Egberts, United Kingdom

Ad in Grocer’s Magazine. The QR code takes consumers to a short movie about UTZ coffee on his smart phone In-store communication & advertisement Panda, Finland

POS display

Ad in women’s magazine with QR code Various promotional materials Haigh’s, Australia

Pop-up banner In store communication Advertisement POS material Tailors of Harrogate, UK Mailing & tracer on website Kaffehuset Friele , Norway

¼ million households Friele coffee samples with received a sample of coffee QR code handed out at with a leaflet explaining UTZ Bergen University and at & how to trace coffee. the Bergen Film Festival Paper tray & recipe cards in restaurant IKEA (global)

Paper tray & recipe cards Advertisement & flyer with QR code Nidar, Norway

Ad in women’s magazines and flyer distributed at a film festival Advertisement Nestlé, Japan

To celebrate the KITKAT in Japan now carries the UTZ label, a full page ad was published in Japan’s largest newspaperYomiuri.

Nestlé’s CEO in conversation with a well known pastry chef discussing the future of chocolate and supporting sustainable cocoa farming with the UTZ program. Flyer Ueshima Coffee Company, Japan Flyer KingCar, Taiwan

“Why choose Mr. Brown’s 100% certified coffee beans?” Print – B2B Customer magazine Selecta, Switzerland

Introduction of the UTZ certified Massimo Cerutti espresso – interview with UTZ account manager B2B ad Selecta, Switzerland B2B advertisement JDE, Australia B2B ad Massimo Zanetti, US B2B advertisement Dallmayr, Germany Spread in B2B catalogue Kawohl Verlag, Germany Christmas card (B2B) Evers Food, Germany B2B advertisment Messmer (Germany) announcing the UEBT/UTZ certified herbal teas (first ones on the market)

“We apologize now for the traffic jam in front of the tea shelves.”

The 7 new products from Messmer are here! All with 30% sustainably farmed herbal, fruit or green tea from UEBT/UTZ certified farmers.

Published in Lebensmittelzeit, number 27 (03-07-2015) B2B advertisment Messmer (Germany) announcing the UEBT/UTZ certified herbal teas (first ones on the market)

“Messmer is first again: Now also sustainable herb and fruit teas.”

Published in Lebensmittel Zeitung and Lebensmittel Praxis Sales folder Lavazza

For use of sales people Sales folder Cargill Co-branding UTZ inspiration For Co-branding

• UTZ visual • UTZ logo • UTZ copy

• Your BRAND’s design • Your BRAND’s logo Ad in trade magazine Friele, Norway Advertisement JDE, Australia Point of Sale In-store communication Migros, Switzerland In-store communication Lidl, Germany

POS display Tracer tool on website www.utz.org/lidl Shelf signs Lidl, The Netherlands

“UTZ is a label for sustainable farming of coffee and cocoa.” POS in food stores IKEA, global Paper tray & recipe cards IKEA restaurants (global) POS materials Lavazza, Australia

Poster, small fold out folder to go with every UTZ certified cup of coffee, badges for employees and for coffee grinders. Menu board POS materials JDE, The Netherlands

Marketing materials on UTZ and CSR at JDE, including beverage coasters, stickers, table talkers, leaflets, etc. Vending machine JDE, Australia

QR code directing to the UTZ coffee movie Paper cups

Albert Heijn & AH To Go, The Netherlands

McDonald’s, Denmark KLM, worldwide Lavazza, Australia Burger King, UK Merrild, Denmark Coffee Club, Australia

Aral petrol stations, Germany HRS & JDE, Korea UTZ inspiration Shelf wobbler UTZ inspiration Shelf signing Online Tchibo, Germany Dallmayr, Germany

Sustainability & Tracer website BP-Wild Bean Café Global IKEA Global IKEA Global

Coffee & Cococa tracer www.utz.org/IKEA

POS display in Swedish Food Market Corny Germany Ovaltine UK Coffee Planet UAE, The Netherlands UCC/Douwe Egberts Japan Café Royal Switzerland Aero UK, Ireland Bahlsen UK Cremesso (Delica) Switzerland Cremesso (Delica) Switzerland

iPhone app with a tracer built in. Consumers scan the barcode of a Cremesso packaging with their phone and are taken to a story about the farm where the coffee was grown. Internal online game JDE Social Media Facebook Facebook Facebook Facebook Twitter Pinterest TV Griesson-de Beukelaer Germany & Austria

Screen shots of TV commercial Prinzen Rolle showing the UTZ logo Manner Germany

Screen shots of TV commercial showing the UTZ logo JDE The Netherlands

TV commercial of L'OR EspressO showing the UTZ logo. Click on the visual to watch the commercial. Kalev Estonia

„Sustainable cocoa farming is better for both farmers and consumers who love chocolate. By buying Kalev chocolates with the UTZ label, you will also support a better future for cocoa farming. Chocolates by Kalev. Better for all.“

TV commercial to raise awareness among Estonian consumers on UTZ. Click on the visual to watch the commercial. Arvid Nordquist Sweden

TV commercial about the whole coffee reach being 100% certified. Click on the visual to watch the commercial. Lidl Poland

TV commercial showing Lidl’s UTZ labeled Fin Carré assortment. Click on the visual to watch the commercial. Lidl Germany

Lidl’s campaign in Germany features an interview with UTZ’s Executive Director to highlight the importance of sustainable coffee sourcing. Click on the visual to watch the commercial. Nestlé Japan

Nestlé’s animated promotion video in Japan of the Nestlé Cocoa plan, explaining how they work on a sustainable future for cocoa, endorsed by UTZ. Click on the visual to watch the commercial. Messmer Germany

TV commercial of Messmer, “make the moment”

Mr. Feldbusch, tea taster at Messmer talking about the cooperation with UTZ.

Click on the visual to watch the video. On-pack Dallmayr Germany

On pack communication with UTZ visuals and QR code linking to tracer tool Dallmayr Germany

On pack communication with an insert about sustainable coffee Buisman The Netherlands

“Sustainable coffee Buisman believes quality starts at the source, with the people at the farms. To contribute to a better future for the coffee farmers, and their families and to safeguard our planet Buisman works together with UTZ, label for sustainable farming. With every cup of Buisman you therefore contribute to a better world. “ Life is Good United States

“Perks with Purpose Life is Good is proud to team-up with UTZ to promote sustainable farming. UTZ enables farmers to learn better growing methods, improve working conditions and take better care of their families and the environment. www.utz.org” Coffee Planet The Netherlands

“WHY HAVE WE CHOSEN UTZ? This coffee is grown by UTZ certified farmers who are trained in how to use better farming methods, with respect for people and nature. UTZ is a worldwide program and label for sustainable farming, now and in the future. www.utz.org

And that tastes a lot better!” Ahold United States Cocoa brands across the globe Griesson-De Beukelaer, Germany

“Real princes fight for a good cause” KitKat and Dessert (Nestlé)

Nestlé Cocoa Plan endorsed by UTZ certification Koninklijke De Ruijter The Netherlands

De Ruijter’s sustainability story back of back. First to introduce UTZ, the second to further explain the cocoa making process. Including QR code on pack directing consumers to the 1 minute cocoa movie about UTZ. Lidl Germany, France, Belgium, Switzerland Austria, The Netherlands Kwatta Belgium

What does UTZ mean in a Maya language?

A. “Good” B. “Delicious” C. “Healthy” ALDI Australia Tea brands across the globe Pickwick, JDE, global UTZ and partners Events Press event Kalev, Estonia

Popular singer and one of the best known leaders of charity projects in Estonia, Siiri Sisask was offered the 1st UTZ labeled chocolate bar by Kalev’s CEO.

Roll-up banner Trade event Wander, Switzerland Tradeshows Bahlsen, United Kingdom

Promotion tour for the new UTZ labeled PICK UP! brand at various retailers in the UK. Videos on UTZ were shown on a screen in the stand. Internal event KLM, The Netherlands

In the crew center KLM informed its 9,000 crew members about its switch to serving UTZ certified coffee on all flights worldwide through an info booth, videos, posters, table tops, specially designed sachets with coffee beans and internal print & electronic media. Internal event JDE, Denmark

D.E Master Blenders in Denmark trained their staff on sustainability and their cooperating with UTZ by using various games and quizzes. Consumer event Sustainability Day, The Netherlands

In cooperation with several Dutch partners UTZ had a four page coverage in free newspaper Metro offering a platform for brands to share their sustainability story. Consumer event National Coffee Day, Denmark

Consumer event in Copenhagen, Denmark organized by Merrild in cooperation with UTZ. People were offered a cup of free UTZ certified coffee while hearing the UTZ story behind it. For more communication examples: www.utz.org/resource-library