evm_december-2023 - 6

PLAYBOOK
HOT PROPERTY
EDITED BY
KAIT SHEA
BRANDED FARMERS MARKETS ARE
PLOWING THROUGH THE EVENT
SCENE WITH FRESH PRODUCE AND
ENGAGEMENT TACTICS
JUST ABOUT everyone is on a wellness kick of some kind these days as
consumers increasingly prioritize their well-being. One trend emerging
from the movement is an uptick in farmers market-style events and activations
that center on nutrition and education, and cater to the increasing
number of people who closely scrutinize the ingredients in, and sources of,
their food. Here, we look at three farmers market event strategies designed
to support consumers on their journey toward wellness.
ORGANIC VALLEY
To celebrate Climate Week NYC, Organic Valley hosted a two-day activation
at New York's Rockefeller Center Channel Gardens, where it planted
a branded farm installation, including a detailed barn, for the launch of
its Protecting Where Your Food Comes From campaign, which promotes
choosing climate-friendly, ethically sourced dairy products from small
organic family farms. The brand brought six farmers along for the ride who
hailed from family-owned Organic Valley farms around the U.S., and lent
their expertise to consumers.
The public was invited to stop by and learn to milk a topiary cow from
one of the organic farmers (we're still not sure how this one worked), taste
samples of Organic Valley Cheese, sign a " pledge mural " on the barn to
commit to supporting small organic family farms, snap photos on a vintage
tractor surrounded by wildflowers and enter to win free Organic Valley
milk for a year. Supporting the campaign were OOH components, like subway
takeovers, bus wraps, hand-painted billboards and bus shelters across
the city. (Agency: HangarFour Creative)
Following their elegant, mushroom-themed meal and speeches from
brand executives, attendees moved to the farmers market curated by GloFlo
featuring displays of the Mega-Mushroom Juice, along with fresh fruits,
vegetables and herbs found in the product, like pineapples, mushrooms,
parsley and cucumbers, which the influencers were invited to take home.
The elaborate installation inspired plenty of UGC, in addition to photos
shared from the event's dedicated photo booth.
" It wasn't like, 'Come here, try a product, eat some food and then go.' It
was more than that. There was ingredient storytelling and the expertise
of each brand around the ingredients and why Erewhon is such a natural
fit [for partnership] because they're literally sitting in the apex of wellness
culture right now, " says Melody Rault, director-consumer marketing at
Origins. " The feedback we received from influencers is great because in
their mind now, the last thing they think of is, 'I've been to this amazing
Origins event, and they let me try the product.' We're becoming part of their
consideration set, where maybe we were not before. " (Agency: NOUN)
KIND SNACKS
In 2022, Kind Snacks planted a faux vending machine in New York's
Greenwich Village that led to a Secret Farmers Market experience spanning
a spacious indoor marketplace stocked with fresh, whole foods like nuts
and produce-all available for free. The activation was designed to drive
awareness of Kind's nutrition philosophy and educate consumers on the
importance of eating more nature-made foods than packaged snacks-a
bold move considering Kind sells a broad range of... packaged snacks.
This year, the not-so-secret Farmers Market returned, popping up in
both New York City and Houston, and once again inviting consumers to
unlock the door to a colorful bazaar packed with (complimentary) nutrient-dense
food, Kind products and nutrition education.
This time around, the program was built in collaboration with celebrity
chef Padma Lakshmi, marking the brand's first-ever culinary partnership.
For two days at the New York-based market, consumers could visit Padma's
Kind Kitchen, a pop-up experience within the space featuring dishes created
by the chef, who collaborated with Kind on the recipes, ensuring they
all embodied the brand's " nutrition principles. " It took three words to sell
us on this culinary mashup: Butternut. Squash. Toasties. (Agency: Tenure)
ORIGINS X EREWHON
Origins teamed up with trendy wellness brand Erewhon this year to create a
limited-edition cold-pressed juice inspired by the adaptogenic mushrooms
and other ingredients in Origins' Mega-Mushroom Restorative Skin Concentrate.
To promote the juice and skincare line, both aimed at attracting
younger generations to the heritage beauty brand, the companies co-hosted
a lavish, plant-based influencer brunch and farmers market at The Ardor in
West Hollywood over the summer.
EVENT MARKETER WINTER 2024
6
eventmarketer.com
http://www.eventmarketer.com
evm_december-2023

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