CENTRAL PARK

How does a bit of pop make a food campaign sizzle?

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Central Park Mall offers a unique and diverse food offering.

With an eclectic mix of cuisines and options that rival the typical food-court fare, the ‘Oh Central, My Hero’ campaign was designed to position Central as the local hero – saving Sydney from food and retail boredom.

Based on an iconic pop-art illustration style, the campaign revolved around of a pocket size comic book ‘rescue pack’, highlighting each retailer’s hero dish to pique interest, encourage foot traffic, and product trial. Distributed in-centre and around the local area, the campaign was supported by teaser posters, pole posters, in-centre signage, promotional cards and bouncebacks, digital advertising and digital assets.

The result – a tasty campaign infused with fun that drove both centre awareness and food sales.

Central Park Mall offers a unique and diverse food offering.

With an eclectic mix of cuisines and options that rival the typical food-court fare, the ‘Oh Central, My Hero’ campaign was designed to position Central as the local hero – saving Sydney from food and retail boredom.

Based on an iconic pop-art illustration style, the campaign revolved around of a pocket size comic book ‘rescue pack’, highlighting each retailer’s hero dish to pique interest, encourage foot traffic, and product trial. Distributed in-centre and around the local area, the campaign was supported by teaser posters, pole posters, in-centre signage, promotional cards and bouncebacks, digital advertising and digital assets.

The result – a tasty campaign infused with fun that drove both centre awareness and food sales.

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