We believed that the overall brand of the food festival should promote the excitement and family fun aspect of the food festival, especially as a festival like this had not taken place in so long. Therefore, after a few brain storming sessions our account handler and design team agreed to work with bright colours and illustrated imagery. The final branding beautifully advertised the food festival and perfectly mirrored the fun filled day the public would have at Antrim.
The food festival was advertised across 48 sheets, posters, digital screens and social static and animated posts.
Social Media Strategy:
Once the NI Food & Craft Festival branding was finalised, we then launched its social media presence. We did a soft launch with a general overview of the festival which included creating event pages for each specific market – The Twilight Market, The Artisan Food Market, The Art, Craft & Lifestyle Market and the Picnic in the Park. After awareness was raised, we then started to promote the markets individually giving the public a better idea of what they can expect and how they could buy tickets or attend the free events. The ticketed events, The Taste of NI Garden Party and Picnic in the Park, quickly sold out and we received messages from people asking how they could get extra tickets as they had missed out, showing the demand for tickets. This impressive sales performance is a reflection of the brand awareness we created through the online and offline presence of the Food Festival.
A social media schedule was created and approved by the team at the NI Food & Craft Festival, meaning there was constant activity on the page and that people from Antrim and surrounding areas knew about the exciting upcoming food festival. The page was then managed and messages and enquiries around the festival were monitored. The activity on the Food Festivals Facebook & Instagram pages received great engagement and the page quickly reached 1,000 likes. It now sits at 1,800 likes and people are already excited about next year’s event. We are too!
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