DESIGN

Promoting Fresh Produce in Toronto

Client

Toronto Wholesale Produce Association

Scope of Work

• Promotion
• Social Media Marketing
• Print Materials
• Vehicle Livery
  

We worked with Paola Guarnieri at Toronto Wholesale Produce Association to customize, brand and promote the TWPA with this refurbished 3 wheeled motor scooter using the “Fresh Stalks” logo and colours to champion fresh produce distribution in the greater Toronto region. The Piaggio Ape (pronounced ah-pay = “bee”) is a 3-wheeled version of the famous Vespa (= “wasp”) scooter. It has been in continuous production in Italy since 1948. 

We worked carefully with the restorer to choose paint colours, create graphics and coordinate the overall look and feel with the striped awnings and boxes for storage of the produce. The charming little delivery vehicle was a big hit and social media atrttractor.

As part of our promotional efforts we created an Instagram strategy and posted for the TWPA on locales, produce and food news. Our “matrix” system tool for posting ensured varied content, regular storytelling and a consistent and aligned message.

TWPA represents the 21 wholesaler tenants that occupy the Ontario Food Terminal in west Toronto. Working alongside local on-site farmers for the last 60 years, TWPA has become a vibrant business community whose positive influence reaches well beyond the Terminal walls. By providing a vast array of quality produce, and plant and floral products to independent businesses throughout Ontario and as far off as eastern Canada, the TWPA makes it possible for small and mid-size grocers, restaurants and other businesses to thrive. The work they do encourages quality and variety, keeps prices competitive and contributes to the overall food culture and vitality of our communities.

Our work consolidated messages, built brand recognition, and became a source of promotion and pride for the family of distributors. We worked with photography, Evan Dion, to capture a range of the growers and distributors for the TWPA magazine, which we art-directed and designed.

Photographs by Evan Dion.

© KerrSmith Design 2023

KerrSmith Design
550 Queen St. East, Unit 335
Toronto, ON M5A 1V2
416-703-5377