Our annual Follow the Frog campaign takes place this year from September 22-28 to help raise brand value and awareness for companies that offer Rainforest Alliance Certified™ products. The campaign is a great opportunity for brands to showcase their sustainability commitments to their consumers, employees and stakeholders and increase loyalty. Read on to learn about the benefits of joining our campaign and the simple steps to participate.
Why participate? Consumers care
Consumers have become increasingly aware of the impact of the choices they make when buying a product. A growing number of people expect more than just goods that meet their needs; they also look for a brand that shares their values in doing good for people and planet. And it’s in these brands that consumers build trust and purchase preference. As research shows:
- 81% of global consumers rank brand trust (“I must be able to trust the brand to do what is right”) as a buying consideration (Edelman Trust Barometer Special Report 2019: In Brands We Trust)
- 52% of global consumers believe a company’s effort to protect the environment is important for building their trust (Edelman Trust Barometer, 2017)
- 87%of American consumers would buy a product with a social or environmental benefit if given the opportunity, and 55% say they have in the past 12 months (Cone Communications, 2017)
Show that your company cares
To connect with these discerning consumers, companies must let them know their products meet the demand for sustainability and match their values. The “little green frog” of the Rainforest Alliance Certified™ seal is a visible sign to this. It demonstrates your company’s sustainability commitment and positive impact on farmers, communities, wildlife and the environment across the regions in which you source your products.
Joining in the Follow the Frog campaign can help raise awareness of the meaning behind the Rainforest Alliance Certified seal and increase customer trust and brand loyalty. So take advantage of this opportunity to tell your consumers, employees, and other stakeholders about your commitments to responsible sourcing by putting the spotlight on your products that carry the Rainforest Alliance Certified seal during #FollowTheFrog!
Get involved – at no cost!
We make it easy to take advantage of Follow the Frog and join this global co-created campaign.
Companies can choose many ways to tell their sustainability story, from engaging in social media to in-store and promotional events, media outreach to employee education. Difficult? Not at all. As a participating company, you have access to a toolkit with downloadable graphics, social media posts and more. All ready to use or customizable to your brand (need something in another language? Let us know.). And all at no cost!
Get inspired by these examples that show how the participating brands have made use of Follow the Frog to engage their audiences last year.
Here are the next steps:
- Mark your calendar and add Follow the Frog to your marketing and communication plans.
- For more information, ideas and materials, head to the Follow the Frog campaign page where you can also subscribe for updates. Use the short Follow the Frog overview to help engage the rest of your team.
- Talk to us! We’d love to know you are participating and discuss activations that would resonate with your brand and audience. Contact us at firstname.lastname@example.org.
What we will do
Obviously, the Rainforest Alliance will do our part as well. We will undertake our own consumer and stakeholder outreach, leveraging our online portals and social media to directly engage our members, supporters and the public. We will also support interested companies in helping create a tailored campaign to meet the profile, branding needs, or target audience.
For all participating companies, we will track and support your social media engagement across our channels and spotlight participating brands on our website.
We look forward to making Follow The Frog 2019 a great success together!