Create a digital interactive ad to increase foot traffic to the Harrisonburg Farmers Market during its slowest month, January. Encourage both new and returning visitors to attend the market through a clear digital call to action on Instagram and Facebook.

• The Harrisonburg Farmers Market is rooted in community, local food, and sustainability, but its current audience skews older and female.

• The market wants to better reach college students, especially during the winter months when attendance drops.

• People associate local food with health, comfort, and ethical choices

• Interactive, visually engaging social content performs well with college-aged audiences on Instagram and Facebook.

• January habits, like colder weather and interest in warm meals, create an opportunity to position the market as a comforting, community-centered destination.

The Farmers Market warms people up.
By linking National Soup Month with Super Bowl season, the market becomes a place for comfort, warmth, and community during the coldest month of the year through a playful theme called The Soup-er Bowl.

Create a fun, interactive digital campaign that blends soup culture with Super Bowl energy. The campaign features a soup personality quiz, interactive polls, and recipes using ingredients found at the market. Animated visuals, light humor, and a non-competitive tone keep the experience welcoming while encouraging audiences to visit the market, shop local, and feel connected to the Harrisonburg community.