Strategy

Support the transformation of the Fresh Food Pavilion with a new brand identity which includes powerful signage, to make the promise as good as the product and a statement of pride in what the Broadmeadows, and greater Hume district represents.

Idea

Use historical food production imagery and a type narrative that resonates with the rich ethnic diversity of the area and the not too distant past - when a fair proportion of this was produced locally.

Media

Permanent on site display and extended into all centre communications like a sub-brand.

The Result

Centre management have reported excellent trading results and the food pavilion has become a focal point for the whole centre with spontaneous positive word of mouth and a spill over effect on staff morale.