Mississauga, Ont.’s Square One shopping centre is marking the second anniversary of its high-end food court, Food Central, with #Centralicious, a social campaign that features work from fashion food illustrator Gretchen Röehrs.
The effort, which launched Aug. 3, sees Röehrs, a San Francisco-based artist who has been featured in Harper’s Bazaar, Vogue Brasil and Lucky Magazine, creatively interpret popular vendors from Food Central, such as Starbucks, Chipotle and Cinnabon, into illustrations that are part fashion, part food.
“We loved her sophisticated, yet playful take on merging food and fashion,” Toni Holley, marketing director at Square One told Marketing. “Gretchen is the perfect example of an artistic collaboration with an emerging talent that evokes the Square One DNA: sophisticated and creative. Gretchen’s twist on adding food to fashion illustration is exactly how we wanted to express the Food Central brand.”
On Twitter, Canadians are encouraged to retweet the mall’s posts for a chance to win a signed print by Röehrs, while on Facebook and Instagram participants are asked to tag a friend they’d invite on a lunch date and shopping spree. One grand prize winner will receive a $500 voucher to spend at Square One.
According to Holley, the primary goal of #Centralicious is to “raise awareness of the excellent food offerings at Square One,” but it’s also in line with the mall’s attempt to upscale its brand, and “to highlight our commitment to creating superior experiences whether it’s throughout social media or within the shopping centre,” she added.
Unveiled in 2013, Food Central, which features expanded seating and a scullery service (where eat-in meals are served on real table ware) completed the first phase of a multi-year development project that, by 2016, will include a luxury wing housing high-end retailers like Holt Renfrew and Simons.
#Centralicious runs until Aug. 9. Square One worked with NKPR on strategic counsel.
