The Ballard Farmer's Market has seen decreasing attendance and sales due to increased competition from other markets and grocery stores offering local foods, as well as poor weather the last two summers. They have commissioned an advertising campaign using 3 outdoor boards and 1 mobile solution to increase awareness and convince people to attend regardless of weather. The campaign aims to position the Ballard Farmer's Market as the only place to buy food and produce, highlighting their large selection of local, seasonal, fresh, and organic options as well as the ability to make a day of shopping in the eclectic neighborhood. The target audience is locals ages 32-55 who care about food quality and supporting local growers.

1. Client: Ballard Farmer’s Market Date: 6/18/12
Project: Brand Campaign – 3 outdoor boards & 1 mobile solution
Job Number: 14,237
WHY ARE WE ADVERTISING?
With an increasing number of farmer’s markets showing up in the Seattle area and with a number of prominent
grocery stores stocking more local and organic foods, Ballard Farmer’s Market has seen a decrease in attendance
and sales. Additionally, the weather over the last two summers has been dismal. Summer is obviously their high
season and accounts for 60% of yearly sales for most participants. So they need a campaign that will convince
people to show up on Sundays regardless of weather.
They’ve never had to advertising before – this is truly a blank canvas.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
This is an awareness play – we need to get people to recognize the Ballard Farmers Market and associate quality
local foods with it. While there are other goods being sold at the market, food and produce are the primary drivers
of attendance.
WHO ARE WE TALKING TO?
60% women, 40% men, ages 32 – 55. Household income skews higher. When it comes to food, they are people
who care about freshness, safety and where it comes from. They prefer to support local growers. They are the
Whole Foods crowd when it comes to grocery shopping. We are NOT talking to the loyal customer base though.
These are people who will occasionally attend a farmers market if it’s convenient. And they do not necessarily
consider any market superior to another.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Ballard Farmers Market should be the only place you ever buy food and produce. Ever.
WHAT ARE THE REASONS TO BELIEVE THIS?
- The largest selection of locally-grown food and produce of any farmers market anywhere in Seattle.
- Located in an eclectic, culturally-rich area. You can make a day of it, it’s not just buying food.
- Food is seasonal, always fresh, always organic.
- You can get all the items on your normal grocery list and find something new each time.
MANDATORIES
Company name
THIS MIGHT HELP
http://ballardfarmersmarket.wordpress.com/
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