While many Farmers Markets are side-of-the-road events, the Santa Fe Farmers Market is something way more. It’s a much beloved, looked-forward-to weekly happening and social gathering. It’s what gets weary Santa Feans up early on a Saturday morning to be sure Gary doesn’t run out of his organic lettuce before you get there. It’s a local marimba band and kids playing cellos for tips. It’s master chefs turning the bounty of the market into scrumptious food right in front of your eyes. It’s New Mexico chile roasting in the autumn air. Maybe that’s why Sunset Magazine placed Santa Fe Farmers Market in their top 10 list.

Because it’s so much more than produce, we had to produce a campaign that was educational, witty and celebrated the food, the farmers and the fun of the market. We created the branding line “All the Right Ingredients” to capture that. It’s a line that conveys many things at once. It invites you to be part of the process. It says the market has just what you need for what you’re cooking. That the market has all the right ingredients for a fun day. The right mix of vendors, bakers, farmers, musicians, craftspeople and, of course, the many characters that make Santa Fe such a fun and interesting place.

The print ads themselves take on more specific aspects of the market. What local really means. The value of family farms versus factory farms. The character of the food and the characters that sell it. And more than anything, we wanted the campaign to reflect the fun and charm and excitement of the market itself.