Making Culinary Connoisseurs

Crazy for Madfoods

THE DISH NICHE

They say the fastest way to the heart is through the stomach. So, that’s exactly the approach ABC Creative Group took to brand Madison County as a destination.

With several years of working with and spending time in the upstate New York county, ABC spotted and was ready to capitalize on an exciting trend when Madison charged us with creating a destination.

We noticed that top chefs from around the country were taking up residence in already well-respected eateries. Lesser-known restaurants joined them in serving up creative farm-to-table fare.

ABC went to work building another niche destination marketing project.

GETTING A TASTE FOR THE MARKET

The foodie movement had reached fever pitch across the nation and we knew the highly social community had tons of potential for spreading the word.

We also knew that culinary tourism had established itself as a national trend. Foodies tend to travel for local tastes exclusive to regions across the country.

How could we draw this demographic to Central New York? The effort would have to have a digital component that would appeal to this connected audience, it would need to be social and it would need to be fun.

MONEY WHERE THE MOUTHS ARE …

%

of 2,113 travelers surveyed in 2013 said they deliberately choose destinations based on local food and drink festivals and activities.

%

said they travel to learn about or enjoy memorable eating and drinking experiences.

%

are interested in taking a trip to a destination within the U.S. for culinary activities within the next year.

SOURCE: World Food Travel Association/Mandala Research

THE STRATEGY

ABC cooked up a strategy that would include a website designed to look and feel like a blog. Not only do many foodies maintain similar digital presences, but we also wanted to give MadFoods a grassroots, community feel.

ABC intentionally developed an appearance that didn’t look like something produced by a tourism promotion agency or government entity.

Social media was a natural extension as the audience often broadcasts experiences via posts and pictures.

Restaurateurs and local foodies would need to be engaged to generate content and build buzz. We were confident the food was world-class and would more or less speak for itself, so all the campaign would have to do is create awareness.

THE BRANDING

Not only does Madison County produce one-of-a-kind flavors, it also has a solid roster of producers. Visitors would enjoy more than an excursion. This is an experience. So, ABC set out to draw Foodie Nation in by promoting Madison County as a unique culinary destination.

We named the brand MadFoods, a label intended to intrigue and communicate the exclusivity of Madison County dishes. MadFoods is fun and loose; open to interpretation and location-independent.

The logo furthered the mystique with a bright, attractive, almost hypnotic design. What looks like a borderline psychedelic hallucination is actually wrapped in a plate of sorts, subtly accompanied by a knife and fork.

This isn’t an area with just a couple of good places to grab a meal. Tourists need to make multiple stops to get a true flavor for Central New York. The direct and inviting tagline “Eat. Drink. Repeat.” captured the spirit and suggested method for enjoyment: come on in and spend some time (and money) at multiple eateries.

The campaign was designed to be self-sustaining with crowd-sourced Web content coming from local restaurateurs, writers and reviewers as well as visitors to the site, which includes eatery listings, farmers markets related events and lodging recommendations.

We urged visitors to share their “MadSpots” and share via social media presences on Facebook and Twitter. ABC even created a badge on the popular Foodspotting mobile app. The engagement gave us a strong connection to our audience.

MadFoods.com appears and operates much like a blog, rather than a site produced by a tourism promotion agency or government entity. This illusion of a grassroots movement is key when dealing with any niche destination marketing project.

THE COLLATERAL

Call it “creative to go.” ABC went beyond typical window clings with branded doggie bags, QR-coded cards and coasters in use and on display at local restaurants as well as farmers markets.

Promotional swag included T-shirts and stickers. Participating businesses emblazoned windows and doors with the attractive clings.

THE MEDIA

ABC provided Madison County with all the creative for print, social and outdoor ads. We also secured a sponsorship of television segments in nearby markets.

THE RESULTS

MadFoods.com earned a strong following online, with viewers writing in about their favorite “MadSpots” after visiting the various eateries and watering holes in Madison County.

WITHIN SIX MONTHS, THE SITE ALREADY HAD 2,547 VISITS WITH VERY LITTLE ADVERTISING. THIS WAS DUE MAINLY TO THE SOCIAL PUSH AND THE ORGANIC PROMOTION OF THE CAMPAIGN.

WE SUCCESSFULLY ENGAGED SEVERAL BUSINESSES, WHICH PROVIDED CONTENT FOR THE WEBSITE, ASSISTED WITH PROMOTION AND, OF COURSE, CRANKED OUT AMAZING DISHES IN THE NAME OF MADFOODS.

THEIR BUY-IN HELPED BRAND MADFOODS AND THE PROUD, ENTHUSIASTIC SUPPORT GAVE THE CAMPAIGN A SOLID PRESENCE IN EATERIES ACROSS THE COUNTY.

ABC believes strongly in the power of niche marketing and branding of destinations. As with many other tourism clients, ABC creates multiple niche campaigns that together create a greater number of heads in beds than a geographically based message. Often times, geographic branding proves too general to inspire travelers to visit a destination. It essentially dilutes the strengths of the region. When ABC collaborates with our clients and strategically puts the focus on different groups, we can increase the chances of inspiring an audience to bring themselves – and their money – to any destination.