I went through a ton of different ideas playing off of concepts like marrying or dating the sauce to find your flavour match, swiping through Tinder to find your perfect sauce, repainting famous artwork with the sauce as the subject matter, but nothing was really sticking.

While looking at an old photo of Carmen Miranda, the idea to have sauce dripping through a pair of hands came to mind, and so I made a little sketch to show what that might look like. I got a tonne of positive feedback on that concept, and so I decided to go down that route.

I went through many iterations of my posters, and edited as needed based off of feedback from my facilitator and classmates.

I also devised a campaign to go along with my posters - I created #PeriPainting, where customers can submit their finger-paintings (preferably done using the actual sauce itself) to Instagram, and the winner, determined by likes, will get the opportunity to create their own custom Peri-Peri flavour.

Imagine you're walking down the street and see a smeared handprint made of sauce on the wall, urging you to follow the trail. Let's say that out of pure curiosity, you follow the trail and find that it's lead you to your local Nando's, where you see posters advertising the newest PeriPainting competition.

If you weren't curious before, you sure are now.

I wanted to add a bit of local familiarity to my project, and so I conceptualized a fish market based at the Fremantle Markets.

The Fremantle Markets runs from 9am - 6pm Friday to Sunday, which is perfect for my campaign.

For my target audience, I decided I wanted to focus on wholesalers (people who would be purchasing the fish for restaurants and such) - but at the same time I did not want to completely forget about the average customer. The Fremantle Market gets tons of foot traffic each day, and it would be foolish to ignore them entirely.

My overarching plan for my Instagram campaign was to create a series of 12 posts that focus on advertising the freshness of Ursula's produce through the catchphrase "fresh fish daily."

The campaign was to take place starting 1st November, right when the weather starts to get warmer. Based off of research into the best times to post, I concluded that I would be posting 3 times a week on weekdays, all at around 11:30am.

Throughout the time where I was developing and posting my posts, I was lucky enough to have the official Fremantle Markets Instagram page follow me and like some of my posts.