Mercados de Vigo - Radio Campaign
Initiative to promote the city's fresh food markets
Jingle 'Ven o Mercado'
Vigo City is home to six historic major fresh food markets. There, a wide variety of fresh products are sold everyday to the locals: fruit, fish, shellfish, vegetables... coming from the nearby farms and shores. Despite the high quality of these products, the increasing supermarket chains are taking over the market and attract a younger population who aren't aware of the benefits and importance of buying fresh food in the local markets.
Our client wanted a campaign that would easily get in the heads of the city's population. Local press, outdoor and radio were the media selected to achieve the result. The aim was to rejuvenate the six city markets, creating a one sole image (the press and radio campaign followed the creation by our creative and design team of a new corporate identity to represent the 6 markets) and remind the population that buying in the local markets is healthy, easy, cheap... and still Cool.
To revamp their image we opted for the creation of a jingle to kick off the campaign and put the words in everyone's minds. As the concept and copy writer, I retired to my corner and started turning the creative wheel inside my head.
I wrote the chorus first, where the word Mercado is repeated 4 times, and there I listed the main products that shoppers could find there. Once I had the chorus, I had to think of a sticky melody, the music to the whole song. At that time, 'Sex Bomb', by Tom Jones, was on heavy rotation on the charts. That's it! I went for it, and continued my work on the development of the verses where the main copy would sit. Through the verses I describe the services the local markets offer, the advantages, telling the public that they are the real winners by buying their food there.
Chorus: stick brand in their minds
Verses: describe advantages, the offer
When we took the draft which the design team and I badly sang and recorded on a tape to the studio, they informed us of the high licensing cost of using that song. The recording studio suggested changing the melody slightly so we would be able to use it.
You could hear it in the shops, on the city buses, on and on (radio is played everywhere over there). I loved that! It worked very well. People sang the song!
This jingle was written and directed by Mayte Diaz while working as Concept and Copy writer for Anonimo Advertising (Vigo, Spain).
Ladies shopping in the fresh food market for Christmas
This radio ad was included in the Christmas campaign for Mercados de Vigo, the city fresh food markets.
Two ladies, friends from the neighbourhood, meet at the market and talk about what they are preparing for Christmas day (listing the market's fresh products), and mention the promotion on that day, a giveaway of a Christmas Carols CD for your shopping.
Written and recording supervision by Mayte Diaz while working as Concept and Copy writer for Anonimo Advertising (Vigo, Spain).
