Eats on 118 was an initiative developed by Alberta Avenue Business Association in collaboration with Wild Heart Collective in 2016. The event series was conceived to highlight the multi-cultural hospitality businesses of Alberta Avenue and ultimately increase patronage.
It was paramount that the branding show the vibrant nature of Alberta Avenue community. The area is full of colour and flavour as it is inhabited by many immigrant families that bring their cultural uniqueness to Edmonton. The visual identity in itself is indicative of a plate that holds the flavour within, alluding to the flavours to be found on the Eats on 118 food tours.
The whole branding system is an invitation to be playful with ones food and explore new flavours and cultures on the avenue.
The campaign was not only about highlighting the food of Alberta Avenue but the faces also; the people who make the avenue so vibrant. We went to each business and captured the owner in their business for the marketing campaign. This is Frank or Francisco or Chico to his friends, the owner of Handy Bakery a long standing Portuguese cafe and bakery.
We helped established the business associations social media presence with a full marketing campaign. The assets created for the event helped build content and viewership for the avenue that have remained. It was important that people could connect on an emotional level with the businesses for a more long term commitment to patronage on Alberta Avenue.
The Eats on 118 food tours will be going into it’s 4th year. Every tour to date has sold out and tour capacity has doubled due to demand. The feedback was been incredible and will be the most successful initiative in ABBA history. Other business associations have begun to do similar work of their own.