The Challenge
The world renowned market in Camden Town, famed for its warren of fashion & curiosities wanted to launch a new food farmers market in August 2018.
They had three clear objectives that they wanted to reach through this distribution campaign.
1. To increase footfall to the new food market, including the immediate local community.
2. To drive last minute walk ups to the market and increase awareness of the imminent opening, 10 days prior to launch.
3. Drive footfall, without alienating the core audience of Camden Market which attracts thousands of tourists every day.
The Strategy
Due to the time limitations of this campaign, door to door distribution was chosen for it’s high impact and direct delivery in a short period of time.
Focusing on the immediate local community in and around Camden Town London Calling targeted homes and specific postal codes and prominent residential streets.
A hyper-local distribution was delivered 7 days before the food market to encourage key walk ups through door to door including Primrose Hill, Belsize Park, Kentish Town and Hampstead.
The door to door campaign was enhanced with a poster campaign which lent high visibility in and around the geographically tight area. This drove last minute awareness to locals and community, all within walking distance to food market.
The Print Numbers
8,000 A5 single panel flyers
60 A4 posters
8000 doors were each allocated an A5 print advertising the market.
Posters were displayed in windows of dry cleaners, local bars and cafes, pubs, record shops, delis, community centers, libraries and shops.
The Results
Camden Farmers Market successfully achieved their launch footfall targets.
Due to its success Camden Farmers Market chose to pursue a second campaign with London Calling in December 2018.
This campaign was achieved with a longer lead time and as such had ample time to consult and prepare a proposal of products to boost audience numbers, as well as target a more focused family audience.