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The Heartbeat of La Plata's Culinary Scene

In 2021, post-pandemic, we reignited Baxar Mercado, a sprawling 3000m² gastronomic market with over 30 culinary and brewery stalls. At Thisway, we spearheaded its comprehensive communication across social media, public advertising, and collaborations with press and influencers. Over 18 months, our targeted advertising campaigns repositioned it as the city's premier meeting spot, captivating the community and firmly establishing Baxar as the pulse of La Plata's dining experience.

  • Creative Direction
  • Transmedia Campaigns
  • Event Audiovisual Production
  • Press Releases

the task

At Thisway, we were tasked with spearheading the comprehensive marketing and communication strategy for Baxar Mercado, a gastronomic hub in the heart of the city, featuring over 30 culinary and brewery experiences. Our goal was to amplify Baxar Mercado's cultural diversity, world flavors, and the unique stories behind each dish, transforming it into the city's premier culinary destination.

Dominating the Gastronomic Scene

Our comprehensive approach, emphasizing quality content, SEO mastery, and digital engagement, not only elevated Baxar's profile but also significantly boosted its revenue stream. This multifaceted strategy effectively attracted a diverse audience, making Baxar a culinary destination worth the journey from Buenos Aires and its surroundings.

Baxar Mercado is a melting pot of global flavors, featuring a diverse culinary array that includes Peruvian, Japanese, Argentine, American, Italian cuisines, and more. Through meticulous food styling techniques, we highlight the best of each cuisine, capturing the essence and beauty of the dishes that make Baxar an unparalleled gastronomic destination.

Strategic Approach

1. Anticipation Building

Prior to its post-COVID reopening, we orchestrated a buzz-generating campaign in collaboration with local press, setting the stage for Baxar Mercado's comeback. This phase was pivotal in creating a sense of anticipation and curiosity about the renewed market experience.

2. Brand Positioning

Post-reopening, our positioning campaign vividly narrated the Baxar experience, from the diversity of its offerings to the stories behind each dish. Collaborations with influencers, micro-influencers, andtelevision media expanded our reach and reinforced Baxar's brand proposition, inviting audiences from the greater Buenos Aires area to embark on a unique culinary journey.

3. Engagement and Loyalty

By capturing spontaneous "X moments" and covering all cultural events in real-time, we not only fostered community loyalty but also engaged a broader audience. Our digital strategy on platforms like Instagram led to an organic follower increase from 4,000 to 55,000 in just 18 months, demonstrating the power of authentic content and strategic storytelling.

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