Background/About the Client: The Old Strathcona Farmers’ Market has been a fixture in Edmonton’s historic Old Strathcona area since 1983 and delivers “Fresh from the farm to your family” with a strong mantra of “We make it, we bake it, we grow it, we sell it”.
The Design Problem/Opportunity: Besides wayfinding, one of the central issues that we identified in our research during the re-branding of the OSFM was that there were “bottleneck” times when the indoor market would be packed, generally between 10am to 2pm. Not being able to change the size of the building to allow for more customer space, we tried looking at the problem from another angle and realized (from customer surveys) that one problem was that many market goers weren’t even aware that the market was open at the bright early hour of 8am, a time when the market was much less busy. We saw a problem and an opportunity.
The Solution: The best ad campaigns narrow in on one primary message, and we decided that our first message would focus on building awareness that the market was open at 8am every single Saturday of the year. The campaign utilizes the market’s new brand elements and shows a memorable and visual solution for the equation “market + 8”, using seasonally appropriate market products.
Print ads were placed in various Edmonton publications including Avenue magazine and VUE Weekly (shown above).