For the 2021 edition of Say Cheese, we once again maintained our illustrative cheese stack hero image (tied in nicely with the new brand look-and-feel developed earlier in 2021), only this time updating the primary colouring of our creative, moving the tones from blues and greens back to yellows and oranges. With subtle tweaks to language used and fonts, the event imagery was a lovely evolution yet a strong consolidation of the look and feel of what has come before.

We also developed a series of animated GIFs for our programmatic digital display campaign, with a full suite of different sizes rotated between different sites at different times all through machine learning to ensure maximum efficacy of who we reached and were able to convert.

While our full media plan for this campaign originally included outdoor advertising through JCDecaux billboards and Tram banners, ultimately with the lockdown in Victoria persisting, we had to remove these from the plan. However, we were able to stick with our booked radio spots, sponsoring What’s Happening programming on both Nova and Smooth FM here in Melbourne.

There were also a set of digital media assets developed, including website banner for both desktop and mobile landing pages, social media banners set to specific sizes and type-safe areas, and social media images as well.

Ultimately, in spite of very challenging circumstances, Prahran Market’s 2021 Say Cheese festival proved to be extremely successful. While always difficult to compare to in-person events at the Market itself, all online tasting packs were sold out and there was extremely healthy attendance at many of the online cookalongs and tutorials. We were, as always, very proud to help Prahran Market with executing their vision for another successful food experience!

With so many of years of assisting the Market with a variety of concept executions, event creative development and other broader initiatives, we’re confident that there are many lessons that could be learnt by a number of other businesses within the food, hospitality and event industries. And we feel like we could be the ones to help these businesses achieve greatness. To learn more about what Faith can offer you, contact us today for a no-obligation conversation about how we can work together.

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Flashback to September 2021. Melbourne is in the grips of lockdown number 6, seemingly with no end in sight. Prahran Market, Melbourne’s oldest and most historic market has been rocked by being listed as an exposure site, forcing more than two-thirds of its traders into mandatory 14-day isolation, and rendering hundreds of tonnes of produce unsellable.

What could be done? Well, the team at Prahran Market developed a concept around the notion of #SupportPrahranMarket. Knocked about from pillar-to-post, Prahran Market took it upon themselves to turn this into a positive, recruiting Faith to help develop the creative concept behind this campaign.

Simply enough, the hashtag was determined to be the hero of the entire campaign, with strong, bold colours used to grab attention but to also subtly reinforce the different traders who had been impacted by the shutdown. We suggested highlighting the faces of the traders, in line with our revised marketing strategy developed earlier in the year, amplifying the connection and sense of community that customers and traders alike feel from the Market.

In the space of a week, we had turned around not only creative concepts, but advised on the hero video direction as well as created a full suite of digital display GIFs, social media images and posts and website banners and other digital elements, all booked through our expert media department. All at a discounted rate of course, having recognised the difficulty the Market was in.

The net result of the campaign was a hugely successful activation, turning a huge disadvantage into a really positive result. This reinvigorated the Market and led the way for the rest of the year with some terrific events really coming together.

Faith is well-equipped at driving concept development and creative execution for brands on timelines long and short; with the ability to quickly turn around concepts for review and executing adjustments even faster. If you are interested in our creative services, our media department, or want to chat about anything else, please feel free to reach out and get in touch with us today.

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Prahran Market for a long time has been known as “The Food Lovers’ Market”: a way to differentiate the Market from others across Melbourne as well as local supermarkets. The suggestion being that if you’re a fan of food and want the best quality ingredients, Prahran Market is the place to be. While there have been variations on this theme over the years, it’s always come back to this idea, more focused on the food on offer, and how that benefits our customers.

However, the brief for this new rebrand very much centred on the idea of presenting the Market as a cornerstone of the community; a place where food lovers could come, not just for fresh produce, but for delicious meals, socialising and of course, fantastic food-centric events. Have no doubt, food is still a huge feature of the Market, how could it not be. But we want to communicate with people that the Market is so much more than just food and traders; it really is a community where friends can shop together, making connections with locals and traders alike.

So, not only did we need to present the Market as a community hub, but we also needed to streamline our creative direction to be a little more consistent. With lockdowns severely impacting our ability to drive ongoing campaigns, we stepped right back to consider the elements that appeared again and again: circles, bold food-based imagery, illustrations. These items became the cornerstone of a revised style guide that would accompany most generalised messaging.

As a part of this project, our rebranding specialists also assisted with a revised website landing page design for the Market, reinforcing our new creative direction while making some strategic adjustments to the layout and design. We also worked on a revised style guide that could be implemented by internal resources at the Market. And of course, we developed a range of collateral including in-Market print advertising and a suite of Digital Display GIFs. We also streamlined the Prahran Market logo, a long-overdue process that has made it far more impactful and legible across our new collateral.

There was also a photoshoot organised with local photographer Carmen Zammit, to capture actual customers of the Market gathering and enjoying themselves. While not easy to shoot with COVID restrictions in place, we managed to achieve some terrific outcomes that are now front and centre of our new campaign.

We’re incredibly pleased with the results and look forward to expanding this new campaign in the coming months. Not only are we one of the premier rebranding agencies in Melbourne, we can also assist with creative design, website development and even complete media planning and buying services. Contact us today and let’s chat!

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In recent years, one of the more successful activations we sought to assist with was destination events, developing creative around festivals celebrating specific foods and cuisines. In the past, we helped with Chocolate Festivals, Truffle Festivals, Barbeque Festivals and more. However, one of the most successful activations was Prahran Market’s Cheese Festival.

Rebranded in 2018 as the Say Cheese Festival, over the course of one day in late September, all of the Prahran Market traders join together to celebrate the oozy, gooey goodness provided by all the different varieties of cheese. And Faith has been right there, every year, assisting in key branding and collateral development.

For the 2020 edition, change was fundamentally required due to the COVID-19 pandemic. While Prahran Market has been able to continue trading with COVID-safe guides in place, it was simply unreasonable to continue with Say Cheese in its previous guise. As such, it was determined that over a period of three days, through a combination of digital and physical activations, Prahran Market would hold a new and improved Say Cheese Festival.

The key piece of creative for this campaign was the hero poster, to be prominently displayed around the market for regular shoppers to see, developed by our internal creative and design team. While the imagery had been developed for a previous year, it was cleaned up and updated in new colours to reflect the new approach with key messaging and events being clearly communicated.

This creative was then spun out into other formats, including images for social media management, landing page banners for web development and GIFs for digital display. Each one of these elements maintained the same creative theme throughout, appropriately developed to be engaging and in line with the rest of the campaign.

The newest element of the campaign was a series of illustrations developed, aimed at engaging with users on a more viral level. Based on a series of clever cheese puns that tied in with the state of lockdown in Victoria, including “Absence makes the heart grow Fondue”, and “Lockdown can be really Grating”, our wonderful designers came up with cute graphical illustrations coupled with dynamic fonts to build out a comprehensive concept. These would appear on merchandise as well, including t-shirts and tote bags, keeping customers engaged with the Market outside of being there.

Ultimately, while the result of the campaign is yet to be fully measured, we’re incredibly proud of the work that we achieved with Prahran Market, especially in the working-from-home environment that most in Victoria are currently dealing with. It is a credit to the relationship built between Faith and Prahran Market that we were able to work through this process quickly and effectively, and we look forward to working with them on their upcoming Christmas campaign and future efforts in 2021.

For more information about how Faith can help your business, get in touch with us today to learn more.

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The Brief

While Prahran Market itself is deemed to be an essential business, owing to the copious amounts of fresh food it supplies, they noticed a very distinct drop off in the amount of foot traffic they were receiving. Furthermore, they identified that the customers that were coming through were from a smaller and smaller geographic radius around the market. As so many other businesses did during this time, they saw tremendous opportunity in eCommerce to bring customers back in a digital manner.

However, to drive engagement with the new platform, Prahran Market needed an idea to launch the new online store with. That’s where we came onboard.

The Challenge

Needing to reflect the existing brand heritage with a sense of modern style, we worked on several different logo lock-ups and names for the new platform. Integral to the process, the representation of all the different types of products on offer (meat, seafood, fruit, vegetables, etc.) was critical.

In the end, we settled on Prahran Market Food Lovers’ Direct. The Market’s original tagline with the Agency was ‘The Food Lovers’ Market’ and we felt that there was a nice sense of connectedness between the two ideas. The service, delivering fresh food from the market to its customers directly, gave credence to this continued name.

With a logo lock-up that played with the Prahran Market archway, representing the delivery vans that would be transporting the fresh produce, and arranging food icons in a wreath-like manner around the additional elements gave the logo a strong, recognisable identify. With the name of the service anchoring the design, we finished our creative off with a heavy blast of green (not too dark but not too neon), to really help our black and white artwork stand proud.

The Results

With creative assets required for website banners, eCommerce landing pages, social media activity and window stickers for traders, we set out to deliver to each channel’s exact specifications. We also worked with Melbourne radio stations to develop scripts and ad spots to promote the new service, launched just after the Easter long weekend in March 2020.

Initial orders have been very promising, with additional PR activity and website updates undertaken by the Market themselves. Of course, both Faith and Prahran Market are aware of the constantly moving target presented by the coronavirus pandemic and are prepared to make adjustments or updates to the offer as required.

Gotta Have Faith

Faith has almost 20 years of experience in developing brands and creative assets for businesses across Melbourne. With close to 10 years in partnership with Prahran Market, we were particularly excited to support them through these challenging times and are incredibly proud to see our finished work accompanying their success. For assistance with website and eCommerce platforms, creative services or media buying and planning, get in touch with us today to find out more!

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Faith were tasked with developing the key creative direction for the event, as well as coordinating a targeted media campaign. Whilst previous campaigns have used a combination of modern imagery and real-world shots, the design brief this year, was for something more art deco and 1930s inspired. An engaging watercolour graphic of ‘stacked cheeses’ provided the centrepiece of our creative platform, that was enticingly rolled out across the event poster, billboards and other media.

A multi-station radio campaign was recommended as a key driver to increasing awareness of the event. In addition to radio, Faith ran a well-targeted paid social media campaign as well as ‘eye catching’ outdoor billboards to positive effect. The overall campaign delivered an outstanding result with significantly increased visitation, and audience insights that will assist future marketing campaigns.

Faith are proud to be a key marketing partner of Prahran Market, Melbourne’s oldest operating market, and contributing to upcoming events that include Christmas and Sizzlefest 2020.

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Account Director David, Account Manager Ben, Media Managers Megan and Dinie and Art Director Tanya worked together with Prahran Market management to deliver a set of outstanding creative aimed at reinforcing the quality, provenance and unique selection that the market offers its customers, while promoting the exciting events and activities that took place on the day.

Featuring close to fifty different traders, all offering a delectable range of cheesy treats, Prahran Market briefed Faith to develop an all-encompassing program of the day’s activities. With a detailed map, trader lists and exclusive offers, attention to detail and good design ethos were critical to delivering an exceptional document.

Further, Faith developed a number of highly appealing posters, from the main event poster to trader locations and map posters. Each was crafted with maximum legibility at the fore, while still exhibiting the key messaging and high levels of creativity that Faith is known for.

Our media team were able to coordinate with representatives at popular food websites The Urban List and Broadsheet for paid editorial content while managing a finely-tuned social media advertising campaign as well as Google display media, all targeting the burgeoning foodie consumer group across the digital spectrum.

In the end, the festival was a great success, featuring high levels of attendance, positive feedback and another feather in the cap of this incredibly motivated Prahran Market team. Faith was very pleased with the results and is looking forward to future activity including the popular Christmas period and on into 2019.

If you’re interested in finding out more about Faith’s retail experience or further insight into Prahran Market’s Cheese Festival experience, don’t be afraid to get in touch with us at admin@thefaithagency.com.au or by calling us on 03 8646 0100.

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Back and forth between Woolworths and the photographer around approval made national headlines for the event, and Prahran Market decided that they wanted in as well.

They tasked Faith to develop a series of “activations” embracing the concept of nude photography but matching it to the Market’s unique combination of quality produce, down-to-earth style and relaxed attitude.

Instead of organising traders to get their kit off, art director Tanya developed the concept of “Rude Food”; that is, misshapen carrots, pears and grapes that reflected human anatomy, with tag lines including “We’re A Little Cheeky Too”, and “We Dare To Bare”.

The final result saw these fruits and vegetables printed on large posters in and around the markets, along with digital display advertising and social media publication, in the weeks before and after the photo shoot.

The feedback from the traders and customers was unanimously positive and the Market we’re extremely pleased with the nimble and efficient response to a large-scale event. The hard work of our team to develop the creative concepts and book production within a matter of days is a testament to their ability and skill.

With such projects as the 2018 ‘Say Cheese’ Cheese Festival and Christmas period coming up for Prahran Market, we look forward to continuing our outstanding work for them moving forward.

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With such a diversity of customers Prahran market was keen to celebrate diversity, inclusivity and equality. Working closely with Prahran market management Faith developed a range of posters, outdoor advertising and collateral material that captured the essence of what the market delivers to the community. The response has been excellent both with commentary and on social media.

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Given the dynamic landscape, expanding the appeal of ‘Prahran Market’ continues to be a major priority, both to boost visitation, as well as regular trading. Food festival marketing has been a recent but very successful addition to Prahran’s marketing armoury.

One of the recent festivals that continues to grow in popularity is the Truffle & Charcuterie Festival which was held over the second weekend in July. Faith created design elements for the festival, which integrate with the overall look and feel of the Prahran Market design hierarchy. Faith also developed a range of marketing collateral including, outdoor signage for trams, event maps and guides, posters, press ads for local newspapers, digital display activity, and social media material to promote the festival.

The festival achieved solid commercial results with increased foot traffic and trader sales activity as well as creating a memorable event for those who attended.

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