Come up with a campaign to launch the 2018 summer season for our street food markets. Our four sites are spread across the capital and all have their own personalities and audiences – the big challenge is to launch a campaign that promotes all markets, while ensuring people know that they are all operated by the Street Feast brand.
About Us:
Since launching in 2012, Street Feast has transformed derelict and disused spaces into unique eating and drinking environments, all bringing great street food, brilliant booze and vibes to people around London. From car parks to old markets and rooftops to office blocks, Street Feast has taken over locations across the capital including Dalston, Lewisham, Canada Water, Battersea and Bermondsey, with loads more exciting plans for 2018. We currently operate four markets. Dinerama is a former bullion truck depot turned street food arena – with two levels, ten traders and eight great bars in the heart of Shoreditch. Hawker House is our Canada Water warehouse – a 3,000 capacity mega- market with 12 street food traders, hidden bars and balconies, pool tables, basketball nets and loads more. Model Market – our summer-only site – is a transformed 1950’s Lewisham market with 10 micro-diners, a gin salon, tequila treehouse, wine and vinyl bar and more. Giant Robot is our newest site – an eating and drinking rooftopia in Canary Wharf – with four brilliant traders, a 50-tap beer bar, an Island Bar for killer cocktails and wines, plus a huge wrap around terrace with awesome views of the docks. As a brand, we want to be opinion-leaders within the world of food and drink. Our markets bring a new night out to Londoners and tourists – you can eat the world under one roof, try brilliant new drinks, play games, listen to music and feast from day ‘til dark. We want to put ourselves on the map as a must-visit place in London.
The Creative Challenge:
How can we launch a summer campaign for our street food markets – making it clear that we have four individual sites that all operate under the Street Feast brand?
Our markets undergo a summer makeover at the end of April/ beginning of May. We move outside for the warmer months, strip back the roofs, transform the winter-themed bars into tropical tiki watering holes and bring in new street food traders. How do we best convey all our great new offerings to an audience in London, the UK and beyond?
We want to let the guests that visit us during the winter season know that our markets are completely different in the summer – some of them have been open for a few years now and we want to communicate that we’ve got great new stuff to keep coming back for. The real challenge is tying all markets within one brand – although they all have recognisable Street Feast traits, they all have individual names and identities. How do we make it commonly known that Street Feast is linked to these four markets?
This is a very broad campaign that has the potential to launch within any kind of format: animation, illustration, video, press, social media, a big stunt – the list goes on. Remember that our main objective is footfall: in all of our communications, the ultimate aim is to fill the markets every weekend with thousands of people looking for food, drinks and vibes.
Brainstorm:
After reviewing the brief Lizzie and I discussed some initial ideas based on what the brief was asking for and the time constraint of 2 weeks that we set ourselves as we thought this brief could be completed quite quickly. We found the multiple sites interesting as we thought we could address each one individually within a campaign. The focus on the street food culture/ environment lead to the idea to create a fly poster campaign as we felt this medium was appropriate as it would allow lots of people to be informed fairly easily, providing the opportunity to increase footfall easily.
Initial Ideas:
- poster for each venue, placed next to each other in lines
- take inspiration from street food wrappers, serving paper
- Illustration of each venue
- interactive aspect, see poster get a free drink
- solve the riddle, win a prize
- say phrase on poster, win a prize
- themed posters, food prize, drink prize, game/activity prize
- find the phrase or piece of poster within venue
- simple abstract illustrations
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