SUSHI 'N' TURF

How do you advertise a steakhouse without focusing on just meat and potatoes?

For client Cafe Concepts’ restaurant Shelly’s New York, Korey Kay & Partners wanted to tout the establishment’s breadth of offerings and New York flavor without making it seem too traditional—and has done so with an ad that features an informative diagram. Of a cow.

The bovine is divided into sections, like a butcher’s chart. But instead of showing different cuts of meat, the sections are labeled with items the New York restaurant offers, such as “foie gras,” “sushi,” and “stone crabs.”