Red Crayon has been working alongside Melbourne Market Authority to develop a concept for the MarketFresh 2011 Spring Racing Campaign. This campaign was focused on promoting the use of fresh flowers throughout racing events across Victoria.
A custom Facebook competition has been designed to give fans the chance to win one of 3, $350 shopping voucher prizes. To enter they must upload a picture demonstrating how they used fresh flowers to brighten up their outfit. There is an additional draw for a Polaroid camera if they also sign up to the mailing list.
To create the campaign concept, a 1/2 day photo shoot was arranged at a studio in Elwood with gorgeous models and (most importantly) flowers! We incorporated fresh flowers into dress accessories in the form of headwear, bracelets and button holes, tempting people to get creative by dressing up with flowers and letting their 'Imagination run wild'.
Marketing collateral for this campaign includes direct mail, posters, an EDM and web banners. The MarketFresh campaign will run from Saturday 27th August for 3 months.
About the client:
MarketFresh is Melbourne's wholesale fruit, vegetable and flower market. The Melbourne Market Authority is responsible for managing the Melbourne Market, which is one of six central fresh produce markets in Australia. This market is a direct link between wholesalers and greengrocers in regional Victoria and Melbourne. The Market is vibrant and highly valued within the Victorian industry, offering an enormous contribution to the economy and the community.
