YOU never know what you are going to find at a market.

Famed for their quirkiness and vibrancy, they offer a shopping experience far removed from the high street.

Bradford’s markets are no exception. There’s the Oastler Shopping Centre and Kirkgate Market, Keighley Market Hall and outdoor markets in Shipley and Saltaire. The market service also operates a successful wholesale market, St James’s off Wakefield Road.

Markets have so much to offer and now a new campaign - the first of its kind within Bradford Council’s markets service - has been launched alerting people to their many benefits.

The Council has teamed up with the University of Bradford’s Digital Media Working Academy to launch a campaign to raise the profile of the district’s markets using digital and social media to highlight the advantages and benefits they bring.

Taking inspiration from upon the World War Two ‘Dig for Victory’ campaign, market traders have been actively involved in the bid to encourage more people to support the local, friendly and knowledgeable service they offer.

Starting today, the campaign - which will run for a year - coincides with the launch of national Love Your Local Market Fortnight.

“It is David and Goliath - we want to attract people to these small businesses, many who have been in Bradford for many years and have such a lot of expertise,” says Khansa Tufail, Bradford Council’s markets, promotions and projects officer, “The markets have so much to offer and are part of Bradford’s heritage.”

Launching on Facebook, the campaign uses video footage captured on-site, in which traders talk about their own journey in becoming a market trader, the advantages of shopping at the market and the future of markets in Bradford. Other social platforms will be used to link back to the Facebook page.

Traders are backing the initiative, hoping that it will bring in more custom in what is for some a difficult time.

John Smith, owner of J Hutchinson butchers, in the Oastler Centre, says: “This is still a thriving market but we have struggled especially since Morrison’s closed. We cannot manage without the public.”

His business dates back to 1885. “I myself have been here for 55 years. I hope the campaign will help bring more people to the market. As soon as you walk into the market, you save money."

Gunther Giangregario, from Roswitas Deli in the Oastler Centre, adds: "Bradford has got a very diverse community and that's reflected in all of the food and businesses in the market."

A butcher for 45 years, fellow trader David Crompton, owner of AJ Pickup and Son butchers, says: “The campaign is a good idea. We have to embrace social media - there is a generation of shoppers who do not know what it is like to be served by an owner operator. We have so much to offer. My wife Nina is a good cook and often chats to customers about recipes.”

The Second World War poster theme is used as a template to superimpose images of real traders in the Oastler Centre to deliver key messages - ‘Your Markets Need You, ‘We Can Do It’, ‘Deserve Local Food’, and ‘Shop for Victory.’

The second phase of the promotion will focus on Instagram, with local community heroes using local photographers. The third, in autumn, will be the launch of Market TV on Youtube.

“The markets are reaching out to the public for support, highlighting the importance of shopping locally for the welfare of their community, their local economy, employment and entrepreneurship,” says Khansa.

“Facebook has shifted from teenagers to parents and more mature adults, and we want to alert them.”

The campaign highlights what market shopping stands for, including spending money to back Bradford, a local, friendly service and the absence of ‘barcodes, packaging and faceless shopping experiences.’

Karen Wood, of Woodies Café in the Oastler Centre, says: "Communities need markets. We give a different kind of service - service with a smile. In a lot of big stores they don't even give you eye contact."

Chris Holmes, of Stickey's Honey, says: "I don't want to take my products to London necessarily, it's important for me, I'm a beekeeper in Yorkshire and I'm quite happy to sell all my honey in Yorkshire. There are five million customers within 40 miles of here."

Head of the Digital Media Working Academy Simon Couth says: "The Working Academy provides a unique opportunity for undergraduates and recent graduates to gain experience of working on a properly commissioned digital project.

“We love what the Bradford Markets team is trying to achieve in promoting the traders and what they offer. They want to attract new shoppers and we hope that this campaign will help them to reach some different audiences. Our students involved in the filming have become regular shoppers.”

*F: facebook.com/ShopForVictory/; #ShopForVictory; *twitter.com/BradfordMarkets; W: bradfordmarkets.com