As part of an ongoing relationship with Retail First group, Follow & The Arcade Creative were asked to design the annual ‘foodie’s guide’ for Sunnybank Plaza & Sunny Park, a major draw card and point of difference for both centres.
Follow took that brief and flipped it on its head, proposing that the guide be developed into an online blog, and tie it in to a well thought out, strategic digital campaign. The Arcade Creative then brought this concept to life by proposing an experiential campaign that would encourage Brisbane’s wider foodie audience and cultural seekers to visit, explore and discover the centre’s vast array of food outlets and restaurants.
The result was the inception of the Sunnybank $2 Food Trail in November 2014; a one-day-only self-guided foodie adventure, engaging food & beverage retailers to produce a signature menu of $2 mini-dishes, and encouraging customers to explore the vast array of Asian cuisines on offer both Sunnybank Plaza and Sunny Park.
The inaugural event was hugely popular, attracting 6000+ people to the centres. Due to popular demand from customers, just six months later Follow & The Arcade Creative proposed the return of the $2 Food Trail concept, this time with a special “winter edition” – boasting a larger program of participating retailers and entertainment. The result was a record breaking 18,000+ people attended over the day, a 300% growth in attendance and retailer stimulus from the initial event just 6 months earlier.