Upland Farmers Market

Background: Upland’s former downtown farmer’s market, previously held on Thursday nights, was canceled in August when its organizer encountered financial woes. The city launched a new farmers market on Saturday mornings.

Challenge: The city of Upland wanted to increase awareness about the Upland Farmer’s Market, namely that it is a certified California Farmers’ Market where shoppers can buy produce directly from growers.

Solution: Through radio, television, print, direct mail, outdoor, social media and promotional giveaways, we encouraged people to support local farmers by buying food at the farmer’s market. Because the campaign emphasized the market as a community where local farmers are your friends, it made people want to go to the farmer’s market instead of a grocery store.

The work was a success – people came out in record numbers during the market’s opening weekend and they’ve kept coming back ever since.