Industry
- Food
- Beverage
- Tourism/Destination
Service
- Marketing
- Social Media
- Content Creation
Bringing New York’s Best to the Table with New York Kitchen
New York Kitchen in Canandaigua, New York, is a 501(c)(3) nonprofit organization dedicated to promoting healthy lifestyles and thriving communities by leveraging the stories of agriculture, food, and craft beverages to inspire creative exploration of the incredible bounty of New York State.
The organization is a strong partner to local producers, acting as both a resource and an amplifier. Cooking classes, wine and craft beverage classes, and culinary events also support local, often featuring locally sourced goods. The Tasting Room offers regionally sourced wines and ten rotating taps highlighting seasonal craft beers and ciders from its 100% New York State inventory. They also serve locally-made distilled spirits and non-alcoholic beverages, and provide all of this in a fun and relaxing atmosphere.
The Challenge:
New York Kitchen is a regional gem, but a hidden treasure. They struggle with awareness, facing challenges around attracting audiences and support to meet their goals. The organization needed to convey to audiences that the destination’s experiences and offerings are uniquely sourced from New York as a point of differentiation.
How we did it:
To attract new audiences and remind locals of the riches within their own backyard, Agency 29 worked with New York Kitchen to develop a multichannel marketing campaign. The 100% NY-Made Products campaign series promoted the center as an accessible and attractive destination to experience food and beverage products created and grown in New York.
The campaign strove to reach consumers and demonstrate a connection with the message, “From There to Here”. From there – the farm, the field, the orchard, the brewery, the vineyard, the place you live – to here – New York Kitchen. The campaign brought the audience to New York Kitchen, the central hub, to where all of these converge to culminate in an experience that is memorable, delicious and educational.
Agency 29 drew the audience attention to three distinct centers of focus:
- Discover the Taste of Local Food at New York Kitchen
- Experience Local Craft Beverage at New York Kitchen (beer, wine, spirits, cider)
- Explore the Flavors in Local Wines at New York Kitchen
Consumers looking for an experiential activity to connect them to the regional and local produce available from New York producers found these ads approachable and welcoming.
Over the course of this campaign:
- New York Kitchen’s Facebook page impressions increased 747%.
- New York Kitchen’s Instagram profile had 58% more views.
- Website sales increased 11% over the previous quarter.
- The number of orders via the website increased 14% over the previous quarter.
About the Client:
New York Kitchen is a 501 (c) (3) non-profit organization dedicated to promoting healthy lifestyles and thriving communities by leveraging the stories of agriculture, food, and craft beverages to inspire creative exploration of the incredible bounty of New York State.
Collaborating on this campaign felt like working with an internal team member.
Collaborating on this campaign with Agency 29 felt like working with internal New York Kitchen team members who live and breathe the full scope of what we do. Agency 29’s thoughtful approach, creativity, and attention to detail made this campaign a success from start to finish, and we look forward to partnering again to build on this work even further.
Alyssa Belasco, Executive Director, New York Kitchen
