Anthony P. MuÑoz

marketing consultant & creative director

CLIENT: Local Foods
CHALLENGE: Take an established wholesale food distributor and relaunch as public market, butcher shop and café.
SOLUTION: I created a "family" of Local Foods brands with the design and launch of the Stock café and the merging of the existing Butcher & Larder brand. My strategic marketing plan included finishing the design and buildout of the new public market space, creation of  all store signage, designing support materials, redesigning their website, creating an integrated social media calendar, youtube content creation, massive PR push, like-minded event partnerships and targeted advertising.
RESULTS: Consumers love the new Local Foods public market space and are raving about the uniqueness of the brand. Media coverage has been phenomenal and interest in Chicago's premiere local foods hub is taking off.


CREATIVE DIRECTION & DESIGN: Anthony P. Muñoz


MEDIA COVERAGE:
OCTOBER 2015

FOOD & WINE included Local Foods in their “Eat Bread as a Main Course” story showcasing bakeries across the country with loaves “good enough to stand on their own.” Local Foods is highlighted in the section that features Publican Quality Bread: http://www.foodandwine.com/blogs/2015/10/21/eat-bread-so-good-it-could-be-dinner

Local Foods’ 1st Annual King Harvest Event is featured on CHICAGO ON THE CHEAP: http://chicagoonthecheap.com/local-foods-free-king-harvest-fest/

THRILLIST CHICAGO included Local Foods in their story of great Chicago date ideas sorted by commitment level. Local Foods is highlighted under the “Cook Dinner at Home with Some Souped-up Groceries” section: https://www.thrillist.com/sex-dating/chicago/great-chicago-date-ideas-sorted-by-commitment-level?share=c

Local Foods was mentioned in BRICK MEETS CLICK as a retailer of MightyVine in a story featuring the group’s new vision for local food production and distribution: http://www.brickmeetsclick.com/mightyvine--a-new-vision-for-local-food-production-and-distribution

Local Foods’ Monday Night Dinner Series, Beer & Cheese 101 Class and 1st Annual King Harvest event are highlighted on THE LOCAL BEET’s calendar here: http://www.thelocalbeet.com/category/the-blog/

The Butcher & Larder was highlighted in the MOHAWK MAKER QUARTERLY’s “4 distinctly different makers share why craftsmanship is the lifeblood of their business” feature. PDF attached for your records with the official issue on its way to you!

 CHICAGO READER highlighted Stock Café + Local Foods in their “Waste Not, Want Not” piece dedicated to the discussion of Abra Berens’ giving new life to undesirable produce. :http://www.chicagoreader.com/chicago/food-waste-midwest-stock-abra-berens/Content?oid=19489547

LOCAL FOODS was included in CHICAGO READER as a carrier of 1871 Dairy in their “1871 DAIRY BRINGS CHICAGO MILK BACK FROM THE DEAD” article:  http://www.chicagoreader.com/chicago/milk-cheese-1871-dairy-travis-pyykkonen/Content?oid=19487576

Local Foods was also mentioned in CHICAGO READER’s piece that explored the diversity of local Midwest food in their “What is Midwestern Cuisine?” piece: http://www.chicagoreader/chicago/midwest-cuisine-food-catherine-lambrecht-paul-fehribach-big-jones/Content?oid=19488375

 TIMEOUT CHICAGO included Local Foods in their round-up of the best grocery stores in Chicago. http://www.timeout.com/chicago/shopping/the-best-grocery-stores-in-chicago

Wednesday’s Beer & Cheese Class at Local Foods was highlighted on the CHICAGO ON THE CHEAP calendar: http://chicagoonthecheap.com/local-foods-free-beer-and-cheese-class/

 CHICAGOBEERGEEKS.COM posted about the 7th Annual Cochon 555 Heritage BBQ Event + highlighted The Butcher & Larder: http://www.chicagobeergeeks.com/2015/10/cochon-555/

CHICAGO TRIBUNE: LOCAL FOODS, TASTE TALKS MOTHER OF PEARL DINNER, OCTOBER: http://www.chicagotribune.com/dining/ct-taste-talks-chicago-schedule-story.html

THE LOCAL TOURIST: LOCAL FOODS, TASTE TALKS MOTHER OF PEARL DINNER, OCTOBER: https://chicago.thelocaltourist.com/events/taste-talks-chicago-mother-pearl-dinner

FRESHPLAZA.COM: LOCAL FOODS, FIRST HARVEST OF LOCAL TOMATOES, OCTOBER: http://www.freshplaza.com/article/146630/US(IL)-First-harvest-of-local-Chicago-tomatoes

CHICAGOIST: LOCAL FOODS/THE B+L: MEET THE CHEFS WHO MAKE CHICAGO’S RESTAURANT SCENE AND EAT GREAT FOOD, OCTOBER: http://chicagoist.com/2015/10/02/theres_still_time_to_buy_tickets_fo.php

SEPTEMBER 2015

CHICAGO MAGAZINE: LOCAL FOODS, THE HOT LIST: THE 10 HOTTEST RESTAURANTS IN CHICAGO RIGHT NOW, SEPTEMBER, PDF’d: http://www.chicagomag.com/Chicago-Magazine/September-2015/Hot-List/

URBANDADDY: LOCAL FOODS, LABOR DAY GRILLING TOOLKIT – THE BUTCHER & LARDER SMALL BATCH SAUSAGES, SEPTEMBER: http://www.urbandaddy.com/slideshow/chi/6143/Labor_Day_Grilling_Toolkit_Slideshow_Chicago_CHI#slide-4

ABC 7 CHICAGO “SATURDAY NIGHT SAMPLER”: LOCAL FOODS, CHICAGO GROCERY STORE ONLY SELLS MIDWEST GOODS, SEPTEMBER: http://abc7chicago.com/food/chicago-grocery-store-only-sells-midwest-goods/970211/

DNAINFO (BUCKTOWN): LOCAL FOODS + THE BUTCHER & LARDER, NEWLY DEBUTED KOSHER BEEF SALAMI A MEMORY JOGGER, SEPTEMBER: https://www.dnainfo.com/chicago/20150904/bucktown/skokie-deli-inspired-salami-memory-jogger

CHICAGO MAGAZINE: LOCAL FOODS, WHAT TO EAT & DRINK IN CHICAGO THIS WEEK – CHEESE 101 WEDNESDAY WORKSHOP SERIES, SEPTEMBER:  http://www.chicagomag.com/dining-drinking/September-2015/to-do-September-8/

STEVEDOLINSKY.COM: LOCAL FOODS, LOCAL FOODS STORE KEEPS EVERYTHING MIDWESTERN, SEPTEMBER: http://www.stevedolinsky.com/local-foods-store-keeps-everything-midwestern

THRILLIST: LOCAL FOODS, “14 THINGS YOU MUST DO IN CHICAGO THIS SEPTEMBER – SLOW FOOD CHICAGO FARM ROAST AT LOCAL FOODS, SEPTEMBER: https://www.thrillist.com/events/chicago/things-to-do-in-chicago-september-2015

CHICAGO READER: LOCAL FOODS, SLOW FOOD FARM ROAST, SEPTEMBER: http://www.chicagoreader.com/chicago/slow-food-farm-roast/Event?oid=18969607

THE LOCAL TOURIST: LOCAL FOODS, 2015 ANNUAL FARM ROAST AT LOCAL FOODS, SEPTEMBER: https://chicago.thelocaltourist.com/events/slow-food-chicago-farm-roast

EATER NASHVILLE: THE BUTCHER & LARDER – ROB LEVITT CO-HOSTING BLACK SHEEP BARBEQUE EVENT, SEPTEMBER: http://nashville.eater.com/2015/9/15/9319799/black-sheep-bbq-les-dames-escoffier-nashville-404-kitchen

CRAIN’S CHICAGO BUSINESS: LOCAL FOODS, CHICAGO START-UP NEWS: MADISON & RAYNE SELLING DINNER PACKAGES SAT/SUN AT LOCAL FOODS, SEPTEMBER: http://www.chicagobusiness.com/article/20150917/NEWS07/150919825/chicago-startup-roundup-snooz-the-nighttime-noise-blocker

CHICAGO TRIBUNE: LOCAL FOODS, HIGHLIGHT OF STOCK CAFÉ MENU (RESTAURANT MENU THAT STEERS AWAY FROM ANNOYING WORDS), SEPTEMBER: http://www.chicagotribune.com/dining/ct-most-annoying-words-restaurant-menus-story.html

NATURAL FOODS MERCHANDISER: LOCAL FOODS,  MIDWEST HUB REPRESENTS LOCAL IN A BIG WAY, SEPTEMBER: http://newhope360.com/news-analysis/midwest-hub-represents-local-big-way

NATURAL FOODS MERCHANDISER: LOCAL FOODS, 2015 NEW HOPE RETAILER OF THE YEAR AWARDS WINNERS ANNOUNCED – LOCAL FOODS WINS IN INNOVATION CATEGORY, SEPTEMBER: http://newhope360.com/news-analysis/2015-retailer-year-award-winners-announced#slide-3-field_images-1287961

WGN-TV: LOCAL FOODS/THE BUTCHER + LARDER, ROB LEVITT TALKS TASTE TALKS 2015, SEPTEMBER: http://wgntv.com/2015/09/24/lunchbreak-chef-rob-levitt-makes-roasted-fennel-shaved-mortadella-and-green-michigan-grapes-discusses-the-taste-talks-event/

WGN RADIO (OUTSIDE THE LOOP): LOCAL FOODS//THE B+L, TASTE TALKS CHICAGO 2015, [LOCAL FOODS INCLUDED AT MINUTE 10:05// THE B+L INCLUDED AT MINUTE 11:34], SEPTEMBER: http://wgnradio.com/2015/09/27/otl-467-taste-talks-chicago-the-unsung-heroes-of-local-craft-beer-pop-up-retail-in-chicagos-public-spaces/  

TIMEOUT CHICAGO: LOCAL FOODS//THE B+L, THE TOP 3 EVENTS TO ATTEND AT TASTE TALKS, SEPTEMBER: http://www.timeout.com/chicago/blog/the-3-best-events-to-attend-at-taste-talks-092815

CHICAGO FOOD MAGAZINE: LOCAL FOODS//THE B+L, 2015 TASTE TALKS PARTICIPANTS, SEPTEMBER: http://www.chicagofoodmagazine.com/news/taste-talks-all-star-bbq-returns-sunday-october-4?utm_source=Website+Subscribers&utm_campaign=33bff7fe5e-Web_Subscriber_Combined_RSS1_14_2015&utm_medium=email&utm_term=0_20ebc6b20d-33bff7fe5e-152793677

CHOOSE CHICAGO: LOCAL FOODS//THE B+L, TASTE TALKS, SEPTEMBER: http://www.choosechicago.mobi/calendardetail.cfm?id=27172

EVANSTON PATCH: LOCAL FOODS//THE B+L, ROB LEVITT PARTICIPATING IN 2ND ANNUAL TASTE TALKS, SEPTEMBER: http://patch.com/illinois/evanston/2nd-annual-taste-talks-0

STEVEDOLINSKY.COM: LOCAL FOODS/THE B+L: TASTE TALKS RETURNS TO CHICAGO, SEPTEMBER: http://www.stevedolinsky.com/taste-talks-return-chicago-round-2

AUGUST 2015

ZAGAT: LOCAL FOODS, NEW RESTAURANTS IN CHICAGO, AUGUST: ZAGAT https://www.zagat.com/l/chicago/chicagos-best-new-restaurants?zagatbuzzid=aug15week1&utm_source=newsletter&utm_medium=email&utm_campaign=chicago20150805

TIMEOUT CHICAGO: THE BUTCHER & LARDER, 17 BEST CHICAGO INSTAGRAM ACCOUNTS, AUGUST: http://www.timeout.com/chicago/blog/17-best-chicago-instagram-accounts-080315

CHICAGO READER: LOCAL FOODS, WEDNESDAY WORKSHOP SERIES KICKS OFF, AUGUST: http://www.chicagoreader.com/Bleader/archives/2015/08/07/hamburger-hop-tickets-are-on-sale-your-chance-to-eat-like-a-google-employee-and-more

SLOW FOOD CHICAGO BLOG: LOCAL FOODS, SLOW FOOD ANNUAL FARM ROAST AT LOCAL FOODS, AUGUST: http://www.slowfoodchicago.org/blog/2015/8/2/farm-roast

SOSH: LOCAL FOODS, SLOW FOOD CHICAGO’S ANNUAL FARM ROAST, AUGUST:  https://secure.sosh.com/chicago/marketplace/slow-food-chicagos-annual-farm-roast/m/E5AXz/?ref=new_homepage

CHICAGOIST: LOCAL FOODS, FEAST ON HEIRLOOM FOODS AT SLOW FOOD CHICAGO’S ANNUAL FARM ROAST, AUGUST: http://chicagoist.com/2015/08/18/feast_on_heirloom_foods_at_slow_foo.php

REDEYE: LOCAL FOODS, CHEESE 101 WEDNESDAY WORKSHOP SERIES KICK-OFF FEATURED ON EAT.DRINK.DO., AUGUST: http://www.redeyechicago.com/restaurants-bars/redeye-things-to-do-in-chicago-today-wednesday-aug-19-20150818-story.html

CHECK, PLEASE! PLANNER: LOCAL FOODS, CALLOUT OF LOCAL FOODS | THE BUTCHER + LARDER ON BEHALF OF SLOW FOOD CHICAGO FARM ROAST, AUGUST: http://checkplease.wttw.com/events/2015/09/13/slow-food-chicago-farm-roast-0

*Highlighted in newsletter e-blast on Friday, Aug 28

GAPER’S BLOCK: LOCAL FOODS, SLOW FOOD CHICAGO ANNUAL FARM ROAST AT LOCAL FOODS, AUGUST: http://gapersblock.com/slowdown/archives/2015/09/13/#089165

TOPIX.COM (STREAMED EVENT LISTING FROM GAPER’S BLOCK) LOCAL FOODS, ENJOY THE SUMMER’S BOUNTY AT SLOW FOOD CHICAGO’S ANNUAL FARM ROAST, AUGUST: http://www.topix.com/forum/food/slow-food/TOJHVUVQS7FIDS8T7

CS MAGAZINE: LOCAL FOODS, FEATURE IN FOOD & DRINK SECTION, AUGUST

SMALL BUSINESS OPPORTUNITIES MAG ONLINE: LOCAL FOODS, LOCAL FOODS OPENS DOORS, AUGUST: http://www.sbomag.com/2015/08/local-foods-opens-doors/

National Stats: 130,370 Unique Monthly Visitors

CRAIN’S CHICAGO BUSINESS: LOCAL FOODS, THE NEWEST THINGS FROM RESTAURATEURS – GROCERY STORE ITEMS, AUGUST: http://www.chicagobusiness.com/article/20150822/ISSUE01/308229990/the-newest-thing-from-restaurateurs-grocery-store-items

NATURAL AWAKENINGS: LOCAL FOODS, BRINGING FARM TO TABLE TO RETAIL SPACE, AUGUST: http://www.nachicagonorth.com/CHI/August-2015/Local-Foods-Brings-Farm-to-Table-to-Retail-Space/

JULY 2015

MICHIGAN AVE MAGAZINE: LOCAL FOODS, PARTNERS TALK SEASONAL INGREDIENTS, JULY, PDFd: http://michiganavemag.com/local-foods-restaurateurs-talk-seasonal-ingredients

MUNCHIES (VICE MAGAZINE): ROB LEVITT, CHICAGO SAUSAGE EXPERTS KNOW THE BEST WAY AROUND A MEAT TUBE, JULY: http://munchies.vice.com/articles/chicago-sausage-experts-know-the-best-way-around-a-meat-tube

URBANDADDY: LOCAL FOODS, WHERE TO GO BEFORE YOUR FOURTH OF JULY BBQ, JULY – DEDICATED EMAIL & ONLINE COVERAGE: http://www.urbandaddy.com/chi/food/35315/Local_Foods_Where_to_Go_Before_Your_Fourth_of_July_BBQ_Chicago_CHI_Store  

DNAinfo: LOCAL FOODS, RECAP OF EVENT, JULY: https://www.dnainfo.com/chicago/20150701/bucktown/throngs-line-up-know-source-at-new-local-foods-farm-to-table-store

CHICAGO MAGAZINE: LOCAL FOODS, DISH – OPENING MORSELS, JULY:  http://links.chicago.amlsc.com/servlet/MailView?ms=MTE3Nzc2NzAS1&r=NjY0MTU1MDc2NTMS1&j=NTgwMDc2MTM1S0&mt=1&rt=0;  http://www.chicagomag.com/dining-drinking/July-2015/Openings-Morsels-July-1/

CHICAGOIST: LOCAL FOODS, RECAP OF OPENING EVENT, JULY: http://chicagoist.com/2015/07/01/local_foods_grand_opening_brings_ou.php#photo-11

WICKER PARK BUCKTOWN INSIDER’S GUIDE: LOCAL FOODS, OPENING COVERAGE, JULY: http://www.wickerparkbucktown.info/content-shopping/local-foods-opens-year-round-market-butcher-cafe-wickerpark-bucktown

CHICAGO TRIBUNE: LOCAL FOODS, BUTCHER STORY - B&L INCLUDED IN SLIDESHOW, JULY: http://www.chicagotribune.com/bluesky/originals/ct-muscolo-meat-academy-bsi-20150701-story.html

EATER: LOCAL FOODS, MENTION IN BE LEAF ARTICLE, JULY:http://chicago.eater.com/2015/7/6/8901529/be-leaf-salads-opening-loop

CBS RADIO: LOCAL FOODS, LOCAL FOODS: CHICAGO’S PREMIER FOOD HUB PODCAST, JULY: http://wgnradio.com/2015/07/09/local-foods-chicagos-premier-food-hub/

CUSP MAGAZINE: LOCAL FOODS, OPENING RECAP AND COVERAGE, JULY: http://cuspmagazine.com/local-foods-grand-opening/

PUREWOW: LOCAL FOODS, GRAND OPENING, JULY: http://www.purewow.com/food/What-to-Know-About-Local-Foods?utm_medium=email&utm_source=chicago&utm_campaign=Close_to_Home_2015_07_10&utm_content=null_editorial

INSIDE HOOK: LOCAL FOODS, "IN DEFENSE OF THE GROCERY STORE” PIECE - BUTCHER & LARDER AS MAIN PEG, JULY: http://www.insidehook.com/chicago/local-foods/

FAST CASUAL: LOCAL FOODS, “LOCAL FOODS MENTION ON BEHALF OF BE LEAF OPENING, JULY: http://www.fastcasual.com/news/new-salad-concept-sprouts-in-chicago/

LOGANSQUARIST.COM: LOCAL FOODS, HANDCUT FOODS’ FARM-TO-TABLE DINNER HOSTED BY LOCAL FOODS FEATURE, JULY: http://logansquarist.com/event/handcut-foods-farm-table-dinner-hosted-local-foods/

REFINERY 29: LOCAL FOODS, 7 CHICAGO FOODIES REVEAL THEIR FAVE SUMMER EATS, JULY: http://www.refinery29.com/chicago-food-blogger-summer-dishes?utm_source=email&utm_medium=editorial&utm_content=chicago&utm_campaign=150721-food-blogger-fav-foods

TASTYTRADE TV: LOCAL FOODS, ANDREW LUTSEY ON BEHALF OF LOCAL FOODS FEATURE ON BOOTSTRAPPING IN AMERICA, JULY: https://www.tastytrade.com/tt/shows/bootstrapping/episodes/andrew-lutsey-of-local-foods-07-22-2015?locale=en-US

CHICAGONOW: LOCAL FOODS, PANTRY TO PLATE – LOCAL FOODS: GREAT FOOD, LOCALLY SOURCED, JULY: http://www.chicagonow.com/pantry-to-plate