Client: New England Development
What we did: Strategic messaging, creative concept, launch campaign
Launching a local food hall offering global eats
The shopping mall isn’t the mecca it once was in the 90s. New England Development knew this and set to work reinventing the CambridgeSide mall as a mixed-use destination, complete with shopping, office, lab, and residential spaces. The food court also needed a reboot to better provide the dining experience people now crave, becoming a more sophisticated food hall that offers quality local cuisine versus run-of-the-mill chain restaurants. New England Development asked us to help launch and generate buzz for this new food hall, CanalSide.
As food halls proliferate, the concept alone is no longer enough to stand out in the market. We needed to articulate the unique value that CanalSide brings to the area. The food hall features many of Cambridge’s most beloved local eateries, which offer global foods and traditions. At CanalSide, we determined, eating local means eating global. We used this strategy to develop a creative platform: Go local. Eat global.
We used this platform to develop a fun, clever OOH campaign that showcases a world of elevated food options. The campaign was so well received that we were asked to extend the theme to the shopping experience—creating a campaign that showcases the new CambridgeSide, where you can shop the world, all right here.
