Jesse's Deli is a neighborhood deli in Brooklyn that was being priced out by rent hikes due to gentrification. We decided to help Jesse and shed light on the issue, by creating an "Artisanal rent hike sale", selling his regular store items for 3x the price, and comically rebranding them to fit the artisanal demand.
We expanded the campaign to other neighborhoods facing rent hikes, receiving global press as we did so. This guerilla marketing effort resulted in the Small Business Jobs Survival Act being passed in New York.
Jesse's Deli Case Study