Highlights | Summer marketing campaign
- Strategic Marketing & Communications created an event marketing campaign for farmers markets in Seattle and the surrounding areas.
- The campaign centers around a vibrant “Veggie Village” with attention-grabbing signs, stickers and stat cards featuring fruits and vegetables with personalities and favorite healthy activities.
- The campaign hopes to encourage individuals to eat well, exercise and visit their primary care doctor.
- It also encourages people to visit Right as Rain by UW Medicine for health and wellness tips.
Have you been to a farmer’s market this summer? UW Medicine has! Inspired by summer produce, UW Medicine’s Strategic Marketing & Communications team launched Veggie Village — a campaign encouraging individuals to eat well, exercise and visit their primary care doctor.
The opportunity
Farmer’s markets in Seattle and surrounding areas like Federal Way, Bellevue, Issaquah and Ballard are booming during the summer with people and produce, and we saw an opportunity to promote UW Medicine Primary Care and Population Health. The farmer’s markets were a perfect place to reach a diverse group of people in a fun and creative way. It also was the perfect setting to further our mission to improve the health of all people by promoting healthy habits.
We wanted a campaign that encouraged people to visit their primary care provider for regular check-ups, plus focus on healthy habits like eating well and exercising. We also wanted a campaign that was inclusive and relevant to people of all cultural backgrounds and ethnicities.
The concept
Inspired by the successful “Veggie Madness” campaign that paired March Madness and National Nutrition Month and featured fun, illustrated veggies playing basketball, we created a full “Veggie Village” complete with a cast of culturally diverse fruits and vegetables living and thriving in a bustling community.
Our eye-catching booth decor was key to getting folks to stop by and chat with us. Once there, they could play games and trivia, win prizes and learn fun facts about their favorite veggies. Plus, at the booth, we had easy ways to connect people with information about primary care services along with details on subscribing to Right as Rain, UW Medicine’s digital publication dedicated to health and wellness.
The deliverables
The bright and playful booth tent (below) showed our veggies living their best lives in the city. Whether that’s Avocado chatting with her OB/GYN doc, Carrot training for the UW Medicine Seattle Marathon or Morel Mushroom practicing mindfulness and self-care, the fun illustrations made it hard to resist taking a closer look.
We also created fun, educational items that people could take home with them including stickers, coloring books, scavenger hunt sheets and stat cards with vibrant imagery and helpful information about their favorite veggie characters (on the back, not pictured). Here are the fronts of some of the cards:
If you see us at the farmer’s market, stop by, say hi, and learn some fun facts about your favorite veggies and healthcare system.
Volunteers working at the UW Medicine Veggie Village booth.
About In Market
“In market” is a term used to describe when a marketing campaign has launched. This article series provides a look inside the work of our Strategic Marketing & Communications team. We hope you’ll enjoy learning more about what the team does to promote UW Medicine.
