Eat, drink, and live the Italian way in New Jersey!

Industry - Food – Food hall

Primo Mercato
GOAL
Communicate the opening of the first Italian food hall in New Jersey
OUTPUT
Communication strategy, social network management, shooting, stand
YEAR
2018

How to communicate a Italian Food Hall in New Jersey which, on top of offering Made in Italy products, also presents itself as a destination point for residents?

From theory to practice

Market analysis

New Jersey: the affluent outskirts of NYC, with golf clubs, university, personal care and luxury homes

No waste, from producer to consumer

Target Analysis

Mall employees (men, women, junior, senior), local women (affluent, and housewives), local families, local businessmen/women.

Vision

Primo Mercato in Short Hills is destined to be a must-visit culinary destination for Italian food lovers, welcoming, playful and with a modern energy.

Mission

Primo Mercato is committed to promoting the values of community. At Primo Mercato, shopping and dining are not just transactions; they are positive interactions that bring people together and open the channels of communication.

Location

Primo Mercato is designed as a fluid concept that allows guests to design their own culinary experience by facilitating seamless movement between the market, artisan food counters, artisan food labs, and restaurants.

Welcome to New Jersey

After the analysis of demographics, trends and market, we’ve come to the conclusion that:

Short Hills is a rich region, in which households have a median annual income of $250,001, very above the median income of its parent regions and the Unites States; 

In 2015, the average age of residents was 42.6, in 2016 it was 42.4 (so people in Short Hills are getting younger). Besides, of the almost 30% of share by kids/teenagers/young adults.

The ethnic composition of the population is composed of 74.8% White, 19.4% Asian, 3.25% Hispanic and 0.34% Black.

People of Short Hills commute mainly by car, less by public transport, and their average travel time is higher than other regions, which means these two means of transportation are important touchpoints

Buono, buono, buono!

With our consultancy approach we guided Primo Mercato in its first steps in the world of communication. A partner like Made in Itaca knows that the most important thing in communication is coherence: between values and story; between graphic design rules and the content developed daily; between editorial plan and tone of voice. To support Primo Mercato in respecting this coherence, we managed the creative direction of the photo shootings, which were crucial to create consistent content for all the communication tools: websitesocial networknewsletter and press kit.

Where Italian taste happens

After the analysis, we selected the right tools based on the target and on the goals. The strategy included the opening of Facebook and Instagram accounts before the grand opening. This is why we decided to work organically for 3 months. In the months following the opening, we structured a fan recruitment and published the editorial content with the goal of promoting the opening of the point of sale. Finally, on the occasion of the Super Bowl, we sponsored some IG Stories to inform the target users of the event organized by Primo.

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