The first step in rolling out any campaign is the development of a promotion lock-up: something that is identifiable as Adriatic, but distinct enough to stand on its own. When you run multiple promotions over a period, there is always a concern that consumers may start to tune out the creative.  We work diligently to keep on file previous executions to avoid too similar an execution and often plan out months in advance to ensure there are no stark variations between promotions.

Next, the roll out of assets requires the identification of key products to be promoted. We typically work with the brand to identify products that would appeal to our target audience while also being mindful of stock levels and pricing. These products are then mapped out across the assets that are developed, with each placement having different specifications and requirements. From simple executions like billboards (which are heavily reliant on the lock-up) to more complex options (such as social media reels or BVOD TVCs), we are constantly monitoring what works and what could be improved to ensure maximum impact within our campaign.

For these campaigns, we use an integrated approach to reach consumers at all touchpoints of their journey. For example, our eDM strategy has evolved greatly over the 12 months of working with the client, constantly refining our creative and scheduling based on performance to identify an approach that makes the most sense. A challenge of any retailer in 2024 is the balance between eCommerce and instore sales. Email marketing can drive eCommerce sales dramatically but also encourages instore activity. As a result, we’ve trialled referral codes and other sales activations that allow us to better track performance from this channel.

And of course, the post-campaign reporting is so vital. Maintaining a contextual awareness around why a promotion worked (or didn’t work, as the case maybe) is critical, but also just pulling apart the raw figures and identifying opportunities for future improvement is so vital. We’re proud of the results we’ve achieved for the brand thus far and are keen to see how things will continue to improve into the future, particularly with EOFY, Black Friday and Boxing Day promotions coming up in the second half of the year.

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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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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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Hard on the heels of the aged care industry expose on the ABC 4 Corners program, the resulting media coverage and calls for a Royal Commission, Japara’s new campaign for its aged care centres has broken nationally.

Created by Faith, the campaign draws on extensive research by Japara that did a deep dive into the feelings and attitudes of both residents and staff. A significant insight was Japara staff’s commitment to showing respect for all those who live in their homes around the country. In addition, staff demonstrated a strong belief in valuing each resident’s individuality.

Faith’s campaign captures that individuality with radio, press and outdoor that started nationwide early October. The executions are built on the proposition that when you reside in a Japara home – ‘You’ll stay an individual with us’. Target groups are ageing members of the population who are contemplating a move into a retirement village or aged care facility, their immediate families, current residents and staff.

The ads come to life with executions that capture distinctively and playfully the individual backgrounds of some Japara residents. The result is a campaign that grabs attention and memorably demonstrates what makes a Japara aged care home desirable and different.

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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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As advertisers, we are always looking for the best way to engage with consumers and create a memorable impression. And with all the advertising noise these days it’s important to find a way to target specific individuals or groups, grab their attention and leave a resonating impression. Through event marketing you can do just that by providing a memorable experience, connecting with the customer on a personal level and creating brand equity.

An effective event marketing strategy should be focused around the customer experience and brand interaction, and the specific event held should aim to build and strengthen the consumer/brand relationship.

What types of events can be held? These can range anywhere from product launches and trade shows, to charity events and food festivals depending on your business and brand.

One large-scale example is the Macy’s Thanksgiving Day Parade that occurs every Thanksgiving Day in the States. Originally this was an event created by the Macy’s Department store employees and has now become one of the most well known and popular brand events in America with Macy’s Department store forever being top of mind for consumers during the holiday shopping period.

A local example is Prahran Market who recently deployed an event marketing strategy by holding various small foodie festivals over the year within the Market to help promote their brand to the local community. These have ranged from truffle to lamb to cheese and since Melbourne loves a good festival, no matter the shape or size, they have had fantastic success with the events attracting hundreds of new customers. The festivals have increased foot traffic, promoted repeat customers and have left a memorable impression that has resonated with the consumer.

So, whether it is a local, national or even global event, this type of marketing strategy helps cut through the advertising noise, creates significant customer engagement and develops a strong consumer/brand relationship.

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