Sasha was a fan. He’s 100% smiling under that mask.
Challenge: After running a restaurant in Brooklyn for over a decade, Sasha Chack moved back to his hometown of Louisville. He watched interest in traditional, New York-style kosher food blossom, which led him to open Cold Smoke Bagels — a Jewish appetizing shop in Logan Street Market that specializes in bagel sandwiches and other grab-and-go foods. He needed a marketing campaign that would attract foodies within a 10-mile radius. Bus shelters and posters were our starting point.
Idea: Foodies will go out of their way to enjoy authentic culinary experiences and they love dishes that offer cultural or nostalgic connections. Kosher cuisine is what Sasha has always known as a Jewish person — comfort food, in other words. We knew the target audience would appreciate that sentiment, so we made comfort food the heart of our campaign.
Recognition: 2021 AIGA Louisville 100 Show finalist in Advertising.
Art Direction: Adam Nicol
Photography: Craig Schneider
Sasha was a fan. He’s 100% smiling under that mask.
