Jesse’s Deli opened in Brooklyn's Boreum Hill neighbourhood in 1984 and has a lot of loyal customers who show up daily for coffee, candy, and Jesse Itayim's famous breakfast sandwiches. When the landlord gave him notice that his rent would be raised from $4000 to $10,000 per month Jesse knew he wouldn't be able to afford to keep the store open. Locals collected 1,200 signatures on a petition in support of their beloved bodega, but landlord Karina Bilger returned the petition unopened.
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"We tried to separate the colors; the sandwiches from the condoms,"
says Noonan of each window's layout. Image by DCX |
The situation looked hopeless until two customers with a background in advertising devised a plan. Designer
Tommy Noonan and Doug Cameron, creative director and founder of the small ad agency came up with the idea of an “
Artisanal Landlord Price Hike Sale.” They added hipster-type text to vintage supermarket-style graphics. Several news outlets picked up the story and
#JessesPricedOut gained traction on Instagram and Twitter. The campaign has solidified the relationship between the store and its surrounding community. The posters have been selling briskly and passersby now linger outside snapping photos.
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Limited edition posters printed by Imagine This, are available
in store for $29.99 with all proceeds going to Itayim. Image by DCX. |
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AIGA Eye on Design
Thanks Bruce!
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