Launching a brand new IP
in 5+ cities across the US
To launch ONYX’s brand new original IP Deli Boys, we rolled out a multi-part integrated campaign designed to build excitement from coast-to-coast. In Los Angeles, we teamed up with local favorite, Yeastie Boys Bagels to deploy two fully branded food trucks serving exclusive, complimentary chopped cheeses—giving fans a taste of the show, literally. We followed that with a six-city comedy tour in partnership with Don’t Tell Comedy, bringing surprise-and-delight performances to LA, NYC, Atlanta, Oakland, and Austin. The campaign blended food, culture, and comedy to create a memorable, multi-sensory introduction to Deli Boys.
6 Cities
2 Branded Trucks
200K+ Social Impressions
1800 Yeastie Boys Orders
6 Cities 2 Branded Trucks 200K+ Social Impressions 1800 Yeastie Boys Orders
THE CHALLENGE
Introduce a never before seen
IP to the world in a creative & unexpected way
Create a culturally relevant launch moment for Deli Boys that felt as fresh and bold as the series itself. Designed to spark word-of-mouth buzz for a brand-new IP while building grassroots awareness through food, comedy, and community-driven experiences.
