We loved working on the launch of Ruben’s Deli on Armadale’s buzzing High Street in 2023, so when owner and Melbourne hospitality legend Amanda Ruben asked for our help again we jumped at the opportunity.
Our launch campaign was focused on building excitement around Amanda’s delicious deli offering of house-smoked fish, fresh bagels, the signature reuben sandwich, fresh salads, heat-at-home dishes, and a cake cabinet chock-full sweet treats including babkas and tahini cookies. The reuben went viral, the babkas were selling out, and Melbourne foodies were lining up on weekends.
This year, we focused on building awareness of Ruben’s incredible catering menu, as well as one-off specials, including bespoke babkas for Mother’s Day and Easter, and a babka hot chocolate. We picked up local fans along the way, including Jessica Nguyen, Georgia Garnaut, Rebecca Harding and Jess Alizzi, and coverage in Good Food, the Herald Sun, Urban List and Sitchu.
