#TheBigAubergine - Camden Market

  • Luis Donegan-Brown

Briefed to drive footfall to the newly redeveloped ‘North Yard’ at Camden Market, a new dining destination, we created #TheBigAubergine, a (tongue-in-cheek) three-week campaign with a giant 10 metre inflatable at the centre of it all, literally. Positioned centre stage of the yard, our concept drove a customer lead conversation on instagram, and achieved 425% more likes and comments than their average social engagement. In addition, each new food vendor was challenged to create an aubergine inspired dish to run in conjunction with the campaign, strengthening the overall story and customer experience. Restaurant sales during the period reported a 34% uplift in sales on average vs before the campaign begun. To further drive awareness amongst the captive Camden audiences, we deployed a team of male model promotional staff to roam Camden & Kentish Town, equipped with real aubergines, which acted as a complementary ‘bounce back’ mechanic, redeemable in North Yard. All aubergines exchanged for a complimentary dish were re-used by the restaurants, and customers that didn’t make their way back to the yard were encouraged to use at home. In the kitchen that is.