NEW YORK Gallagher's Steak House, long a dining haunt of power brokers, is gearing up a new campaign positioning it as the eating destination of the city's young business elite.
In a print and outdoor campaign from May Sky in Poughkeepsie, N.Y., that breaks in early November in The New York Times, mini-moguls such as Urban Lowe Rider NYC chief executive officer Josh Hadar and Peter Bernstein, a partner at Scully Scott Murphy & Presser, are featured. Each ad presents a black-and-white photo of a young executive seated at a table in Gallagher's. The one depicting Hadar describes his company as "the innovative bike studio" and states that when he entertains potential buyers, "he likes to fit them to our unique version of individual size and taste—a hickory log-grilled Kingloin."
"Where the future of business eats their USDA prime dry aged steak" is the theme line in each ad.
Darren Press, president and creative director of May Sky, said he wanted to use a "real people" approach as opposed to the simple text of previous ads, which showed the Manhattan eatery favored by sports enthusiasts instead of capitalizing on its historic equity as a hub for power meetings. Gallagher's opened in 1927 and is famous not only for its steaks, but its array of photographs, memorabilia and visible meat locker. The ads will also run in the New York Law Journal among other periodicals.
In a statement, Press said, "Everywhere you turn at Gallagher's, you're reminded of New York City's past. Gallagher's is steeped in the kind of character that comes from its history, its boys' club atmosphere and the powerful people who fill the tables. This is where some of last century's biggest business deals were cut, and it's still happening today."
In all, 10 up-and-coming business leaders will appear in the campaign, which will run into the first quarter, Press said.
This is May Sky's first campaign for the New York client. The agency was awarded the account in January without a review. McCaffrey, Rattner, Gottlieb & Lane in New York had previously done projects for Gallagher's. Campaign spending was undisclosed.
Formerly located in Manhattan, May Sky, which has creative, media and graphic design capabilities, moved to Poughkeepsie in June. Its other clients include the Grand Central Oyster Bar & Restaurant, Interboro Institute, Pawling Corp. and the Chelsea Savoy Hotel.