A market with a vision to offer the local community a commercial hub for food vendors.


September 2018 - 2020


Public Relations
Strategic Planning

Field Guide was the agency of record for all things communication and media relations for the Keg and Case West 7th Market, from 2018 to 2020. Our team started during the historic building's renovation and construction phase, and worked diligently through the grand opening and beyond to amplify the stories of the diverse independently owned businesses housed inside the market.

We love and appreciate this creative  re-use of an iconic space, the focus on community that this project maintains, and are thrilled to support and collaborate with the entrepreneurs that make up the energetic ecosystem within Keg and Case.

Generating excitement for St. Paul’s first food hall at the historic Schmidt Brewery.

Working closely with Keg and Case Market’s owners, the team at Field Guide aligned key stakeholders to develop a brand story that honored the history and inspiration of the market while also generating excitement for the 23 new and unique vendors coming to the neighborhood.

Since joining the project in February 2018, we helped navigate common challenges associated with historical preservation and construction projects of this size, including managing communications around moving dates for the highly anticipated opening. 

The Outcome

Keg and Case Market had a highly successful opening and was recently voted #1 Best New Food Hall in USA Today’s Readers’ Poll.

Field Guide developed a winning communications strategy that resulted in the development of brand guidelines, website content, the creation of a social media plan, and a successful preview party. Careful planning, coupled with press and influencer outreach, ensured interest and high visibility in Twin Cities media markets as well as regional, national, and even international attention.

With Field Guide as a partner, the Keg and Case team had a reliable go-to resource for all things relating to PR and media relations.

#1 Best New Food Hall, says USA Today's Reader Poll

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