Pickering
Town Centre

IN TOWN BRAND CAMPAIGN

Pickering Town Centre is a regional shopping centre located about 20 minutes east of Toronto. The centre faces stiff competition from regional centres in neighbouring communities who offer a more robust retailer mix, particularly fashion brands. Additionally, many of Pickering's residents commute into Toronto for work, so they are able to shop there as well, extending the centre's competition to far outside its primary trade area. So, Pickering Town Centre needed a campaign that would help combat outflow shopping and give them a more fashionable positioning.

The Idea

A new positioning line was developed, "In Town". To be "in" is to be current, so the positioning line supports the strategy that Pickering Town Centre has the looks their customers want to be in style. But the line also subtly suggests that they don't have to leave Pickering to achieve those looks. We brought in one of Toronto's top fashion photographers to do the photo shoot and created bold, graphic backgrounds to customize the look and tie to seasonal trends.


Pickering Town Centre

In Town photoshoot - behind the scenes video

Filming and video production by VMG Cinematic Inc.

Pickering Town Centre

Farmers Market

A year after opening their Farmer's Market, Pickering Town Centre wanted a brand refresh to take their communications to the next level. They wanted to continue to bring awareness of the market to Pickering residents, encouraging people to buy their food fresh and locally.

The Idea

To help create buzz leading up to opening day, a series of teaser ads were run in out-of-home and on-line media. The creative executions feature farm-specific items located in a home setting. The Bring The Farm Home campaign was a simple and playful way to communicate the core message to buy farm fresh and local. Moving forward, executions featured messaging in chalkboard style, giving the communication an authentic, rustic feel.

Pickering Town Centre