I did my ad campaign for Foodland Ontario, which is a provincial organization that aims to bring awareness to Ontario grown food while supporting local farmers and businesses.
The target audience is essentially anyone who buys groceries in Ontario, those interested in tasty food, and those interested in incorporating fresh food in their meals. The main reader audience for Food and Drink, my chosen magazine, is middle class women in their 40s.
Food and Drink is a seasonally published magazine available in LCBO stores for FREE.
I took my inspiration from other food ad designs and decided on a minimal approach. I looked at ads on Pinterest and created a board to collect ideas. My board can be viewed here. Then I started to sketch my ideas out on paper. I started with smaller thumbnails, playing with design and mixed imagery.
I wanted to create a balance between the food and the recipes within the ad. The more I tried to incorporate the recipes, the more I realized I was moving further away from the message of Foodland Ontario and complicating the design. The design was supposed to feature three seasonal recipes underneath the fruit/vegetable.
All three ads are identical in layout. The colour theme changes based on seasonal colours: summer, autumn, and winter. As well, the featured fruit also change to highlight what’s available: apricots in summer, squashes in autumn, and apples in winter.
The true focal point of the ads are the food, which are the largest and most central item on the page, moving the viewer’s eye first to that area then to the rest of the page based on hierarchy. The type reflects an organic design. Something fun and inviting for the logo while the tagline’s typeface isn’t too serious or silly.
Overall, the design is minimalist in order to focus the attention on Foodland’s mission to bring awareness to Ontario’s seasonally grown food. The colours and images catch the viewer’s eye, while the text provides further information on the campaign.
My campaign would be successful because it draws the reader’s eye through the use of colour and imagery, and makes them stop to think about seasonally available foods. If you’ve ever eaten a tomato, or an orange, or a strawberry out of its season you know how disappointing the taste can be. However, taste isn’t the only factor involved. By choosing to buy local we as buyers are supporting local businesses, ensuring these places can continue to thrive and provide us with locally farmed food.