Projects - The Fᴏᴏd Diꜱtriᴄt

Slow-Cooked,
Instant Sensation

People ask for this modern-concept food market by name.

Mississauga’s very own modern-concept food market, offering a worldly selection of eateries and purveyors, with an urban vibe and a side of cheeky attitude.

Contributions

Leadership:

Art direction

Marketing director partnership

Harmonizing feedback and contributions from multiple departments

Liaison between web developers/head office commerce/e-commerce platform

Empowered team members with personal instruction and tools to uphold brand standards

Website CMS training

Project management

Budget management for website

Merchant onboarding
Creative:

Experiential Design

Visual identity design

Ad design

Brand tone

Website design

Print and digital signage

Wayfinding direction

Interior design feedback

Photography (interior/exterior/food/lifestyle)

Event signage and invitations (print/digital)
Technical & Logistical:

Apple Maps + directory, and coordinated Siri integration

Google Maps integration, coordinated photography of interior panoramas for Business View

Onboarded all applicable merchants to Ritual and Uber Eats

Streamlined delivery service accessibility via website integration and parking lot signage

TripAdvisor destination status

Event coordination

Eventbrite ticketing management and payment platform coordination

Video colour grading

Looking at the architectural design drawings for the new food market, it was clear that this venue would have a rather eclectic aesthetic. This visual identity leans into the spirit of the interior design, while bringing a sense of whimsical cohesion, helping to convey the brand story.

Results

Brand Awareness and SEO

Within 3 months of launching marketing efforts, brand awareness was so high that Google Analytics indicated the top search term generating traffic to the website was the brand name itself.

Media

55M media impressions, 150+ media coverage pieces

Influencer Program

21.2K likes and 228K users reached, across 10 instagram accounts

Media Buy

Exceeded impressions and click-through (where applicable) benchmarks for the following:

Foodism (homepage takeover, web ads, full page print advertorial, print ads)
Globe & Mail (newspaper ad)
Globe Style (magazine ad)
CP24/Bell Media TV ad spots (4 versions)
KiSS 92.5 FM/Rogers Media (radio spot, radio remote, event guests)
Edible Magazine (full page ad, inside back cover)
Food Network Canada (advertorial and social media support)
Toronto Life (homepage takeover, web ads, e-blast)
blogTO (homepage takeover, web ads)
Daily Hive (e-mail newsletter, dedicated e-blast, homepage takeover, web ads, and advertorial)
Cineplex Cinemas (two spots per preview reel in 3 theatres for 4 months)
Ming Pao via WeChat (social media ads)
Ontario Culinary Tourism Alliance (web ads)
EnRoute/Air Canada (magazine ads)

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Events

The venue played host to 6 events: A media preview event and hard-hat tour when construction was still underway, a private cooking class team-builder for all tenants, an invitation-only pre-opening event, the public grand opening, and a night market. To deliver the message early on that fanfare was in the DNA of this brand, we even made the job fair an occasion worth celebrating. After interacting with this market across its many touchpoints, one could easily say, “it’s a vibe.”