The Max Havelaar Foundation (Fairtrade NL) launched a pop-up in November 2019, at a time when the chocolate sales were high due the Sinterklaas holiday.

 

Goal: "BREAK THE SYSTEM" was the focus of the campaign, with the aim of fighting poverty in chocolate.

 

Pop up format: we developed 'The First Edible Chocolate Store' and therefore produced 8 meter long walls made of real - and of course fairtrade - chocolate. These chocolate walls were broken (and eaten) by the visitors themselves, in order to convey the message "break the system" in a positive and interactive way. In addition, the story of the cocoa farmers was told in a unique way inside the choco pop up store to understand the story behind Fairtrade.