URBAN FARE

Western Canada’s urban market

SERVICES

PR Strategy
Campaign Development
Media Relations
Influencer Marketing
Event Management
Brand Activation

SITUATION

To celebrate the grand opening of the first Urban Fare location outside of British Columbia, WILD PR was tasked with engaging the public and generating strong brand awareness. This included a pop-up activation, a strong media relations campaign and the execution of an engaging media preview event.

HIGHLIGHTS

Conceived a unique activation concept in which we took over one of the downtown C-Train stations, set up pop-up Urban Fare mini markets on each end of the platform and handed out free transit “fare” to passersby
The location for the activation was chosen to target the downtown urban professional – a key demographic for the store – and guests were also given a pack of gum (featuring Urban Fare branding and store info) that featured a major contest that had to be entered in-store to drive foot traffic
Engaged media to generate more than 20 local stories about the launch
Held an exclusive preview event attended by nearly 30 media and influencers in advance of the public opening featuring a store tour by Darrel Jones, the head of Save-On-Foods (Urban Fare’s parent company), product samplings, a demo by the executive chef, and a swag bag of unique products found at the store
Secured a multi-page feature spread in Canadian Grocer Magazine
Garnered nearly 200 social posts from media and influencers

Featured Coverage

WILD PR will help you create genuine connections with your audience by engaging media and developing partnerships with influencers that actually build traction for your brand.

NAVIGATION