TORONTO GARLIC FESTIVAL
Creative strategy, influencer relations and paid social media campaign execution
Toronto Garlic Festival is the stinkiest food festival in Toronto, with a loyal cult following of garlic lovers. Founder Peter McClusky believes garlic is the great connector and knew it was time to start growing the festival’s awareness.
Our Brief: Develop a creative advertising and influencer strategy for social media including positioning, campaign creative and targeting to drive boots on the ground foot traffic on the day of the festival.
TORONTO GARLIC FESTIVAL
Creative strategy, influencer relations and paid social media campaign execution
Toronto Garlic Festival is the stinkiest food festival in Toronto, with a loyal cult following of garlic lovers. Founder Peter McClusky believes garlic is the great connector and knew it was time to start growing the festival’s awareness.
Our Brief: Develop a creative advertising and influencer strategy for social media including positioning, campaign creative and targeting to drive boots on the ground foot traffic on the day of the festival.
RESULTS
Combined with PR (handled by Jenn Perras PR), the Toronto Garlic Festival website had a 38% increase in traffic year over year. Our CN Tower ad was shared almost 150 times over one week, and the vampire ad received close to 13,000 impressions in 48 hours. Despite some soggy weather, the festival saw a slight increase in vendor revenue and attendance overall.
CREDITS
Creative Director Sarah Kiriliuk
Graphic design and illustration by Elyssa Schmid
Website design by Geek Unicorn and Veronica Thibault
Photography by Jen Allison Photography