A fruitful calendar of events for Saturday Fresh Markets

Sustained storytelling for Brisbane’s favourite markets

Saturday Fresh Markets engaged Aruga to build sustained awareness and drive attendance across five major events in 2025: Closet Cleanout (twice), Mega Garage Sale, Plantapalooza and the iconic Mango Auction.

The brief was to generate consistent cut-through across lifestyle, social and news media through earned editorial, influencer engagement and Meta social advertising, positioning each event as a must-attend moment on Brisbane’s calendar.

From Queensland’s biggest celebration of plants to one of the state’s most recognisable charity auctions, Aruga delivered a rolling campaign that treated each event as a standalone moment and reinforced Saturday Fresh Markets as a vibrant, evolving community destination.

The result was a highly successful campaign that turned everyday market moments into headlines and kept Saturday Fresh Markets culturally relevant across seven consecutive months from May to November.

Results

375

editorial clips

9.5M

potential audience reach

115K

influencer content views

8K

influencer content engagements

1M+

video views on paid social content

439K

people reached through social advertising campaigns

4.7%

click-through rate on paid social content

$0.16

average cost per unique outbound click on paid social content

Deliverables

Public Relations Strategy

Developing media strategies for each event, positioning them as standalone news moments while building sustained visibility for Brisbane Markets.

Media Relations

Liaising with lifestyle, news, community and broadcast media to secure consistent coverage across five events, driving awareness, attendance and cultural relevance through earned editorial.

Influencer Engagement

Coordinating an influencer collaboration to extend earned media reach for Closet Cleanout and Mega Garage Sale through social content that supported editorial momentum.

Paid Meta Activity

Delivering a strategic Meta social advertising campaign across five events, driving awareness, attendance and engagement through paid activity.

Winning Tactics

Over seven consecutive months of cultural, retail and community storytelling, Aruga sustained media interest by positioning each event as a fresh news moment.

Aruga tailored each deliverable to individual audiences, unlocking broader engagement across lifestyle, news, broadcast, social media and community outlets simultaneously.

Aruga aligned each event with seasonal, cultural and consumer behaviour moments, ensuring they landed when audiences were most receptive, resulting in real-world foot traffic, not just awareness.