Katz’s Delicatessen
Twins
It was a passion project fueled by a love of an iconic deli. Since its founding in 1888, the iconic NYC Katz's Delicatessen has never had a commercial... until now. In its first-ever spot, Katz heralds its nationwide delivery service with the story of two twins and their somewhat soggy attempts at getting a taste of this beloved deli to a more tropical location far from New York.
This AdAge Editor's Pick is a loving homage to the New York institution, featuring real New York characters and beloved neighborhood portraits, with montages of mouthwatering deli cuts in between. Created by New Yorkers and devoted patrons of Katz's, the spot was filmed with the help of a few friends and colleagues in just one day.
The love for Katz’s is real, and the love for this spot quickly went viral, with over 800,000 views on Instagram and a total watch time exceeding 100 days. Notably, 71% of views came from non-followers, expanding the deli's reach beyond its loyal customer base. On YouTube, the commercial racked up over 160k views, 1.8 million impressions, and a 5.9% click-through rate.
The internet couldn't stop talking about this spot. And the internet also got hungry for pastrami. Most importantly, this spot generated astronomical business for Katz's, driving unprecedented foot traffic and online sales for this legendary New York institution.