GoodFoodMonth (GFM) is Australia’s largest food and wine festival, annually engaging over 2 million participants across six cities. Our work on the campaign included consideration of a marketing strategy developed by Example Marketing, above the line advertising for 6 national event locations and specific calendar event promotions. The campaign concept needed to engage a highly targeted millennial demographic through social channels and allow for more than 200+ contributors to easily extend the concept through their own promotions.
With a jam-packed calendar GFM has a lot to offer. Over the years the Night Noodle Markets became a hero and led to it becoming the poster child of each of the 6 national events. We focused on creatively realigning all events across the GFM calendar with equal standing, developing a position that would allow for not only a revitalised and strong ownership of every event across the month-long event but a campaign that could run over several consecutive years without becoming tired or repetitive.
We developed the Re-Imagine October umbrella for all GFM events to sit under. The purposefully chosen hyphenation allowed for a variety of executions keeping messaging on theme yet relevant for very specific calendar events.