The Good Food Market: A Labour of Love from Concept to Reality
At Beso Media, some of our most cherished projects are those we nurture from inception to completion—our creative "babies," if you will. The Good Food Market is a perfect example of this.
Hosted by the visionary founders of The Village Garden, a beloved café and restaurant located at The Village in Windhoek, The Good Food Market is a vibrant monthly celebration of local cuisine, live music, and unbeatable vibes. And we’re honored to be a part of bringing this experience to life.
Our journey with The Good Food Market began with branding. The organisers envisioned a visual brand that would capture the market’s essence; FOOD, and we were thrilled to bring that vision to life.
BRANDING
We kicked off the first phase of the project with a branding workshop, where we sat down with the organizers as they shared their vision for the market. Their goal was clear: to bring people together through a love of food while offering something fresh and exciting for the city.
The two-hour workshop allowed us to dive deep into their values, goals, and expectations. Armed with this insight, our team got straight to work!
For the logo, they wanted something both memorable and easily recognizable. They were quite specific about the color palette, requesting terracotta and black. They also wanted a wordmark paired with a symbol that could be used across their marketing materials.
Armed with the insights from our workshop, we crafted a brand proposal that was met with approval, requiring only minor tweaks.
Here’s a look at what we produced.
Marketing
The next phase of the GOOD FOOD MARKET project was marketing. With only about a month to spare, we were tasked with the digital marketing as well assisting in some traditional marketing.
We wrote some copy for LIVE READs to be aired/featured on Radio Wave
We ran strategy for digital marketing
We came up with some fun activations the team could do
We launched an ran with social media management
We kicked off our campaign by posting and boosting teaser content, with messages like "Coming soon" and "A food market is coming to a street near you." This built anticipation and set the stage for what was to come.
Next, we designed the very first Good Food Market (GFM) poster, aimed at getting the Windhoek community excited about this new experience. These posters were strategically placed around the city and shared on social media to maximize reach.
As excitement began to grow, we took to the streets with engaging activations to spread the word even further.
One of our proudest achievements was producing an ad for The Good Food Market, which effectively communicated the essence of the event and continued to build anticipation. Watch below
D-Day: The Event
The big day finally arrived, and with it came a mix of excitement and nerves. We were eager to see if all our hard work had truly paid off in terms of reach and engagement.
Our role on the day was to document the event and provide live coverage. We arrived early to capture behind-the-scenes footage of the team setting up and to film content for future use. Once the vendors were ready, we took to Instagram Stories, showcasing all the vendors on-site and inviting people to come and enjoy the event.
Live posting proved to be a powerful tool, allowing those planning to attend to see what awaited them, while also convincing those on the fence to join the fun after seeing the vibrant atmosphere.
The verdict?
The event was a sellout—exceeding the organizers' expectations for their very first market.
We were so proud of the results that we even shared the success on our Threads, celebrating the incredible work we did.
The Aftermath
Post-event marketing is just as important as the lead-up. Thanks to our immersive experience at the event and the ample content we captured on the day, the weeks following allowed us to keep the momentum going. We highlighted everything that made the first Good Food Market special, while simultaneously building anticipation for the next one. From showcasing the delicious food and diverse vendors to the vibrant live music and undeniable vibes, we made sure that no one would want to miss the next market!
Images by Tara Mette, a Namibian photographer hired to capture the event.
Now, as we approach the 10th market this September (2024), it's incredible to see how much it has grown, taking on a life of its own. Each market is better than the last, and our strategy has evolved to match that growth.
Our strategy now includes:
Creating a Fun and Fresh Look for Each Month's Poster: We ensure that every poster is eye-catching and exciting. For those who love design, it's a treat to look out for each month's new poster.
Sharing Food Facts with the "What The Food" Series: We engage the audience with intriguing and fun food facts, keeping them informed and entertained.
Interviewing Vendors: We dive into the stories behind the vendors, showcasing their offerings and personal journeys. These interviews give a human touch and connect the audience to the heart of the market.
Capturing "Good News" from Market Goers: We ask attendees to share some good news, which we capture on video and post to reels—creating a sense of community and positivity.
Showcasing Talented Artists: Each month, we highlight the incredible artists who bring life to the GFM stage, adding a vibrant soundtrack to the market experience.
Highlighting Budget-Friendly Options: We show how far a certain amount of money can go at the market, reassuring people that they don’t need to break the bank to enjoy the market.
Positioning the Market as the Perfect Place to Gather: We emphasize the Good Food Market as the ideal spot to meet up and spend quality time with loved ones.
We have had the privilege of watching the Good Food Market grow into a well recognized and loved event in the city of Windhoek and we cannot wait to see what more they have in store for their attendees. Until then, make sure you follow The Good Food Market to stay up to date on everything they get up to.
Credits
Strategy & Design: Betty Sibeso
Marketing Coordination: Sesilia Kauluma
Copy & Messaging: James Kavendjaa
Content Production: Susann Emvula
If you are looking for someone to bring your vision to life, from branding, to social media management, to live coverage of events, look no further!