How do we get New Yorkers to overcome their
over-reliance on extreme digital convenience and bring traffic back to the farmers market?
We'll show New Yorkers that the farmer's market isn't just about food. It's about the rebirth of community, creativity, and connection.
The experiences you get while buying soul food, are worth so much more than you think.
The Challenge
The Big Idea
The Message
Through a set of street poster executions we will start showing people all the wonderful missed upon opportunities that they have yet to experience at the farmers market.
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2-D
In the spirit of getting people out and about, New Yorkers are encouraged to bring their best finds from the farmers market to locations such as Thyme &Tonic and Republica for chefs to cook in real time.
All the food is directly sourced from the green market and You
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Experiential
We will actively participate in the #beyondthefood on Instagram and encourage people to share their own, beyond-the-food moments at the farmers market.
Username These plushies I found at the farmers market just made my day. So cute!. #Beyondthefood
Username They couldn't be happier to volunteer in helping at the farmers market today. #Beyondthefood
Username Just finished handing in our finds from the farmers market, waiting for the chefs surprise meal to come out. #Beyondthefood
Username Friends who go to the farmers market together, stay together. #Beyondthefood
Username It's insane how fresh these finds are, just thinking about the process that went into making these has me excited. #Beyondthefood
Social media
GrownNYC
GrowNYC There are some exciting finds at the farmers market this week, Let us know what you find #Beyondthefood
Username Today Tommy picked out our dinner ingredients from the farmers market, this is him waiting for the chef to bring out the cooked goods. #Beyondthefood
Username Look at these sick finds I got from my local farmers market today. #Beyondthefood
Username Seeing these sunflowers at the farmers market today finally makes it feel like spring. #Beyondthefood
Username I am about to starting living out my witch dreams using all the stuff I found at the farmers market today. #Beyondthefood
Time Based
A GROWNYC time-based social media Advertisment highlighting the moments beyond the food.
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The farmers market is about the people, soaking in the sunshine, eating gelato, playing around with the kids, exploring the trinks and the finds of the location. It's about the look, the feel, and the smells.