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Non-Traditional
Retail

Finalist

Entrant: DCX Growth Accelerator, Brooklyn
Jesse's Deli - "#jessespricedout"

Corporate Name of Client: Jesse's Deli

Head of Client Services: Patrick McCormick

PR / Marketing Executives: Erin Levi/Tim Geoghegan/Rachel Van Dolsen

Agency: DCX Growth Accelerator, Brooklyn

Chief Creative Officer: Doug Cameron

Executive Creative Director: Tommy Noonan

Copywriters: Doug Cameron/Tommy Noonan

Producers: Darcy Donelan/Erandika Weerasinghe/Benjamin Dubow/Mary Darnell

Digital Director: Paul Aaron

Technical Directors: Moon Lee/Ronan Kenny

Senior Designer: Roxanne Bello

Photographers: Elicia Castle/Rachael London/Laura Potsic/Surane Weerasinghe


Description of the Project:
#JessesPricedOut was a multiplatform campaign that integrated physical and digital mediums to raise awareness for struggling, small businesses in New York City and help the Small Business Jobs Survival Act achieve a majority in NY City Council. When the agency founder learned that his neighborhood grocery, Jesse's Deli, was being forced out of business due to an extreme rent increase, he decided to draw attention to the issue in a creative way that would attract media uninterested in gentrification.

First, our work began at Jesse’s Deli where we had a price hike sale, raising all his prices and renaming his products to justify the increase. We featured posters of these renamed products, like Artisanal Roach Bombs (Raid spray) and Vegetarian Citrus Fizz (orange soda) in his windows. Next, we created a campaign advertising a price hike on a Washington Heights block with a “Small Plates for Twice the Price” at a local restaurant. Finally, we built an AirBnBodega in Jesse's front window, charging $329.99 a night on AirBnB to reflect the store's rent increase. People were able to protest at the ‘Bed-In’ while holding a sign to help spread word about the Small Business Jobs Survival Act. 

All of these operated as hubs to garner massive attention from press and subsequently created activists out of everyday people who spread the word on social media. Two websites armed everyday activists and press with info about the rent hikes so they could easily spread the word: tweet at the mayor, sign the petition, hashtag on social, inform the press and connect readers directly to the petition. Our three initiatives, along with the strong community response, garnered over 300 million media impressions over social, national and international outlets. Ultimately, it helped push the Small Business Jobs Survival Act back into the public discourse and led to Mayor DeBlasio taking small steps toward addressing the impact of rising rents on small businesses.