Madrid’s Markets

Madrid’s Municipal Markets are extraordinary places that offer much more than just fresh and high quality products. With their personalized attention and their integral role in the neighborhoods, they have become reference spaces in the capital, but their true value extends far beyond that.

These markets stand as authentic examples of conscious consumption and foster close connections between neighbors. Shopping there means more than accessing outstanding products; it also involves supporting local merchants and contributing to the sustainability of our community.

In consideration of it, Madrid’s City Hall approached our study with a clear objective: to create a campaign that highlights the myriad benefits of these markets and strengthens their position as the preferred shopping destinations and go-to places for the people of Madrid.

The municipal markets are an essential part of the capital’s identity. Every purchase made in these markets not only benefits the individual but also promotes the growth of the neighborhood, the economy, and the planet at large. The impact of these purchases goes beyond personal satisfaction; it resonates on multiple levels.

Through this campaign, we aim to remind the people of Madrid of the immeasurable value of these markets: they are sustainable, community-driven, and, above all, welcoming. They epitomize the essence of local and bulk trade, fostering close bonds between buyers and sellers.

Our campaign utilizes compelling videos and photographs to showcase the care and dedication put into offering bulk and quality products at these markets, while also highlighting the emotional connections formed between the community members.

Accompanied by the powerful claim, “Elige Mercado. Elige Cuidarte. Elige Barrio.” We reinforce the importance of supporting local products and emphasize the impact our choices can have. This message invites us to consider these markets as an integral part of the city’s heritage and a way of life.

The depiction of individuals hand-selecting products exemplifies the closeness and direct connection with local businesses. By portraying diverse profiles across various campaign platforms, we appeal to a broader audience. In doing so, we continue to build upon the Council’s previous efforts to promote sustainable purchasing and fair trade.

Our campaign demonstrates that sustainability works as a chain reaction, starting with the closest element: the responsible choice of supporting Madrid’s markets. This choice initiates a positive change in the lifestyle of those who patronize these businesses, benefits the stakeholders involved, and ultimately has a positive impact on the world around us.