small business event marketing
Ohio public health orders began to restrict gatherings in early March of 2020, just as Kravitz Deli was preparing for the 25th annual St. Patrick’s Day celebration. With anticipated sales of nearly 6000 pounds of corned beef, the deli was ready for their biggest day of the year. Three days before, Ohio’s governor announced the impending closure of restaurants on March 16th.
Small Business Event Marketing
Marquee held an emergency meeting with the client to create a socially responsible and safety minded campaign that would not only ease public health fears, but also allow the sale to go on in a modified form. The menu was narrowed to only the signature Reuben sandwich and a food truck was contracted to serve the food outside, complying with the new public safety standards. The campaign was named, “Reuben Rescue: Saving St. Patrick’s Day one delicious sandwich at a time”.
The campaign launched on Sunday, March 16th, complete with signage and outstanding news coverage. As additional information became available, based on the tremendous success of the first day, the deli closed down the Reuben Rescue for March 17th citing that it would be too difficult to maintain safety protocol for the customers.
Though the campaign may have appeared unfulfilled, instead, it set a benchmark level of trust throughout the community. The move was unprecedented locally and cemented the branding of Kravitz Deli as a thoughtful and caring business – people over profits. The early decisive action established the continuum of messaging to patrons and is credited by the client as the reason the business not only thrived but survived during quarantine and cemented consumer trust in uncertain times.