A FAIRWAY GROWS
IN BROOKLYN
When the Fairway Market opened in Georgetown, Brooklyn, it was the second Fairway in that borough.
We proposed that the creative theme for the Grand Opening and beyond is one that describes the unique Fairway offer: EVERYTHING FOR EVERYBODY
The theme line encapsulates everything that Fairway provides customers no matter their ethnicity, economic situation, family status and food choices. It says to customers, Fairway has everything you need, expect, and want.
Visuals illustrated the theme with both product and customers. For starters featured the items that Fairway is famous for: bagels, smoked salmon, baguettes, coffee, olive oils, cheeses, fresh mozzarella. The people enjoying these products are real customers representing the diversity of the neighborhood.
This grand opening effort has that teaser quality to entice shoppers to sample the store. But, it also had “legs” to be a continuing vehicle.