SITUATION
The Ruby Slipper Café first opened its doors in 2008. Since its inception, the family owned business has expanded to locations across the southern Gulf coast, including Florida and Alabama, and under the brand Ruby Sunshine to Tennessee, northern Alabama and North Carolina. Inspired by the powerful notion of homecoming when returning to New Orleans after Hurricane Katrina, The Ruby Slipper Café’s owners love giving back to the community while serving familiar breakfast and lunch food and crafted.
In 2018, The Ruby Slipper Café embarked on a quest to open its sixth Louisiana location in Mid-City, a bustling area in New Orleans, to further its roots in the local community as a staple for food, family and community engagement.
CAMPAIGN
Gambel Communications worked with The Ruby Slipper Café to execute the Mid-City grand opening. Gambel positioned the new location as the company’s flagship restaurant and as a primary player in the goal of participating in the revitalization of the Broad Street corridor. The Ruby Slipper Café set out to display its continued commitment to the community by adding some family-friendly features to the restaurant, such as a walk-up window, play area and expansive outdoor seating.
In the week leading up to the grand opening, Gambel Communications hosted a soft opening featuring VIP tours of the new space with media to generate preliminary buzz around the restaurant. Once significant enthusiasm about the new space was established, The Ruby Slipper Café opened its doors to the public for a grand opening event. The opening featured a traditional New Orleans second line and Mardi Gras Indians.
Then New Orleans Mayor Mitch Landrieu and Patricia Perkins, principal of local school Morris Jeff Community School spoke on the positive impact of the new restaurant. A portion of proceeds benefitted the school.
RESULT
Gambel Communications secured expansive media coverage including day-of TV coverage with local news stations and a featured story on the front page of The New Orleans Advocate. Community families, students from Morris Jeff Community School and social media influencers attended the event.
Ruby Slipper Café continues to be a landmark for delicious food and family fun in the area. The company’s new location has become the starting and finish line for Ruby Slipper’s 5K Run, a community race that benefits Communities in Schools, a New Orleans nonprofit organization.
