Gabila’s Knishes’ Social Media Campaign Wins Platinum at 2018 Hermes Creative Awards

napkin marketing took home a Platinum Award this month for the Social Media category in the 2018 Hermes Creative Awards. The company won for its food marketing campaign to support the ecommerce launch of Gabila’s Knishes, a 100 year old food company.  The Hermes Creative Awards recognizes creative advertising professionals for their their talent and outstanding work in the industry in creating meaningful messages in traditional and emerging media.

Gabila’s has been around since 1921, with its roots selling knishes from food carts on the Lower East Side and at Brooklyn’s historic Coney Island Boardwalk. They still bake their knishes in the USA (in their factory in Copiague, NY), along with other traditional eastern european goodies like latkes and blintzes.

Their Challenge? How to bring this century old favorite snack into 2018, and introduce the knish to a whole new generation. In spite of being in business since 1921, Gabilas knishes were not as well known outside their core market in New York. In addition to educating a new generation about knishes, Gabila’s needed to expand awareness, and bring knishes into the digital age. Talk about a delicious food marketing challenge!


Solution: Refresh the Knish!
In order to make this happen, Gabilas turned to napkin marketing to undertake their rebranding and social media effort, citing the agency’s strategic expertise, strength and passion for their business. napkin started by the food marketing campaign by creating a new logo and corporate identity designed to honor the Gabila’s almost century old heritage, but adding a contemporary twist. napkin marketing also developed a new tagline, “delivered fresh, right to your door”, emphasizing Gabila’s fresh product.

Marketing food has always been about creating mouth watering content and photos. To signal the entrance of a new Gabila’s, the agency also produced knish related food photos and video content. napkin marketing organized a video and photo shoot for Gabila’s. The production including chef demos, recipe building videos and food styled recipe photos where food stylists prepared a variety of traditional and non traditional knish recipes for food related content to share on social media.

The food images and video were then used to craft the Gabila’s story on social channels, with facebook posts based on featured recipes, recipe builds on youtube, holiday themed Instagram posts (Knishes for Valentines anyone?) and social media promotional support for Gabila’s retail efforts. Organic social media content was boosted by targeting key consumer audiences with paid digital marketing efforts using Google Adwords and Facebook Ads.

The agency also spearheaded the rebrand and revitalization of Gabila’s website, Facebook and Twitter presence and launched a successful email marketing campaign for the food company.

Speaking on the campaign, Robert Jioia, President of Gabila’s said,“…From producing our video content, to managing a successful social media campaign to help launch our online channel, napkin marketing was able to come up with winning ideas and follow through with results. Creativity, great customer service, and deep understanding of our company and clientele are why we work with them…”

As we continue to find inspired ways to tell our customers’ stories, this award is a testament to the creativity and talent our team put in to craft and share Gabila’s story with the world, and bring a traditional brand online in a big way!” Adina Zaiontz, napkin marketing director, added.

napkin marketing is an innovative, award winning digital marketing agency that helps small and medium sized business grow and achieve their sales goals and connect with their target customers. We offer a comprehensive set of solutions including communications strategy, print, digital and video content and production, web design, SEO and email marketing. We also partner with Google Adwords and Mailchimp to provide clients with greater value using today’s latest marketing tools and technology. napkin marketing is based on Toronto, Canada.

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