sustainability programs & events
FROM ECO-FRIENDLY TO ECO-GOURMET
On-site veggies and open-air market, Centropolis favors farm-to-table fare
An example of sustainability commitment, the Centropolis (Laval,
Canada) Eco-Gourmet Event increases audience engagement, elevates
customer experience, and strengthens community relations. Inspired
by the transformation of the shopping center’s spring landscaping, from
flowerbeds to a vegetable garden, the initiative is an annual occurrence.
In its sixth year, the one-day meet and munch remains the only event of
its type in the region. Tapping into the clean and green eating market,
it maintains high environmental standards to guide operational and
marketing practices.
“More than a gathering of local producers, this open-air market
[proposes] many green initiatives that are easy to put into practice at
home, as well as many agri-food trends and innovations related to the
industries,” Centropolis noted in its event summary.
“On the menu: family cooking workshops with the chefs from
Centropolis, exhibitors, and harvest of the vegetable garden for
Moisson Laval.”
Designed to promote active nourishment, support the buy local
movement, and maximize the environmental and social impact of the
community, the Eco-Gourmet Event features more than 25 exhibitors
and attracts foodies of all kinds who come to meet local producers and
taste their products. In addition to sampling, visitors are encouraged
to hop on the STL 360 Shuttle and head to Centropolis via its free
extended service.
This summer, the center team implemented a mixed-media strategy
to promote the green initiative, including press outreach, signage, social
platforms, and media campaigns.
“The Eco-Gourmet Event gathered local, regional, and national media
attention, elevating Centropolis’ eco-responsible reputation. Exhibitors
added social channel amplification, generating 821,717 earned
impressions,” said marketing director, Karine Rodrigue.
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A CLOSER LOOK…
EVENT PARTNERSHIPS
•
La Centrale des Artistes, an arts and culture organization, helps
Centropolis find local exhibitors who favor farm-to-table serving
• Rythme 105.7 radio station adds to the fun by inviting shoppers to take a
turn on its popcorn bicycle
EVENT FUNDRAISERS
• Moisson Laval: Centropolis donated 100kg (40 boxes) of fresh herbs,
fruits, and vegetables from its garden to the local food bank, as well as the
proceeds from the sale of original and custom-made reusable bags
• Opération Enfant-Soleil: Centropolis donates all proceeds from the sale
of POPS ART popsicles to the child-focused non-profit organization
SOCIAL CHANNELS
Facebook
Fan base: +74%
Total reach: 825,335
Total clicks: 13,370
Page impressions: 1,222,002
Post impressions: 1,028,163
Twitter reach: 50,109
Instagram fan base: +95%
Website - event page views: +147%
On the day of the event, in addition to a boost in social media activity,
Centropolis experiences an increase in overall traffic. For 2018, the expected
numbers were more than 2,000 attendees and a 10-percent increase in traffic
(vs. a typical Sunday).