Farmer’s Market

Farmers Markets in Vancouver had an interesting problem: the Markets were perceived as stodgy and quaint, with no appeal to younger foodies.

The Markets team approached Change to create communications that would counter this perception.

In our Audit, we discovered that there was indeed a whole new generation of farmers selling their wares at the Markets. These Farmers included former fashion models and young MBAs who had made a personal choice to get back to the land. An interesting observation was that celebrity status had been accorded to some of these forward-thinking farmers…Market visitors flocked to their stands, and loved their easygoing, ‘un-farm’ way of doing things.

Our Communication highlighted this new generation of farmers. In each of 6 ads, we profiled one of the farmers, along with a fun quote from them.

The campaign began in 2007. Today, the ads are running throughout the lower mainland and the Farmers Markets have mushroomed in popularity – doubling in size!