Campaign breakdown - London markets

Agency: London Communications Agency Client: A consortium incorporating Covent Garden Markets and the City of London Corporation Timescale: August-ongoing Budget: £15,000


- The lowdown

Despite not having worked together before, the wholesale markets of London wanted to promote the role they play in London. An estimated 40 per cent of the food on Londoners' plates is from a London market.

- Why are London markets doing this now?

In August, Boris Johnson appointed former Independent editor Rosie Boycott as chair of London Food, which sparked interest in protecting the future of the markets.

- Who is being targeted?

London Communications Agency (LCA) is promoting London markets as a key source of high-quality produce to trade publications targeting restaurants, hotels and caterers. Regeneration titles for London boroughs are also being targeted.

- The tactics

LCA produced a high-quality booklet including information on all the London markets and issued a leaflet to market stakeholders. It also ran a proactive press campaign in the market trade press and contacted the mainstream media in order to raise general public awareness.

- What else is LCA doing?

The agency held a London Market Symposium at City Hall headed by Boycott, which led to the launch of the Association of London Markets. LCA is continuing to raise the profile in various markets via features on BBC London and ongoing support of events.

- Any potential pitfalls?

LCA director Suzi Lawrence said: 'It's a challenge to get consumers interested in markets that deal only with traders.'

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