The importance of bringing certified organic foods to urban communities.
The City of Placentia Community Development Department received a grant from the USDA to assist with the promotion and management of the Certified Farmers’ Market. The City tapped Allegra to help with branding and promotion. When we took on the assignment of developing a farmers’ market for Placentia, we knew that this project would be fun to design. A long time ago, Placentia was known for farming and growing Valencia oranges and their packing houses. Placentia Certified Farmers’ Market is made up of local vendors who provide state regulated and certified healthy food options to our community so residents can live wholesome lives. Certified Farmers’ Markets have become a place where people can shop and have an artisanal experience. From buying the best tasting jams and bread to shopping for seasonal crafts…Farmers’ Markets have become a great way to connect communities together while providing holistic foods. It’s a win-win for everyone. The objective was to not only produce a fabulous marketing campaign, but to change behavior while motivating EBT clients to shop for healthy foods at Placentia’s certified Market. The project was successful and the City of Placentia allowed our team to design using bright and colorful graphics, bold fonts and fresh looking vector images. The campaign consisted of a new brand identity for the farmers market, key messaging that promoted abundant living and taglines that spoke to the artisan way, catchy social media content that resonates with a cross section of people in Placentia. Using comprehensive hashtags creatively and colorful images made a difference with linking social media to the Placentia Certified Farmers’ Market website. To raise the visibility of the campaign, the team designed a street pole and over the street banner placed them strategically around the farmers’ market location to help drive traffic. The city is thrilled with the campaign and uptick in patrons and EBT users.