Sunterra boasts French connection

The French have a certain je ne sais quoi, and Calgary-based Sunterra Markets wants a piece of it. In October, a transit and poster campaign unveiled the fresh food market chain's new Trans Canada building location in downtown Calgary.

The French have a certain je ne sais quoi, and Calgary-based Sunterra Markets wants a piece of it. In October, a transit and poster campaign unveiled the fresh food market chain’s new Trans Canada building location in downtown Calgary.

Produced by agency Parallel Strategies, also of Calgary, the ads showcase emblems of France – from its national flag to the Eiffel tower – fashioned out of tantalizing treats, like croissants and pizza. ‘Our main concept is selling quality food,’ explains Sunterra president Glen Price. ‘It’s easier to get that across with colour photography than it is with text.’

Furthermore, the endeavour reflects the ambiance of the new digs, where patrons may feel like they’re lunching on a terrace in the Champs D’Elysées instead of in an office tower food court. The space has ceiling-to-floor windows and high ceilings, which enabled the firm to create an outdoorsy setting, complete with cobblestone streets and dark blue sky. Crepe stands are set up ‘on streets’ as well, just like the real deal.

While it’s the first Sunterra with a French flavour, Price explains that all seven locations – five in Calgary and two in Edmonton – have a European feel. ‘It’s not so foreign that you wouldn’t know it’s us, so there’s consistency from a brand perspective.’

It would have been easy to take the cookie-cutter approach, he adds, but the firm prefers to customize its space to specific clientele needs. ‘You get a proliferation of chains where being consistent is what they do, but for us it’s much easier to thrive in an environment where we’re flexible and adapt to what the customer wants.’ Vive la difference.

Credits

Client: Sunterra Market

Agency: Parallel Strategies

Creative Director: Joe Hospodarec

Copywriter: Bryan Collins

Art Director: Leah Gray

Photographer: Jean Perron

Digital Artist: Sheldon McLean

Account Manager: Jackie McCormick