Blue Plate Mayonnaise sets record for longest po’boy

Written By Alicia Vial

Situation

Reily Foods Company is one of the oldest food brands in New Orleans. The company encompasses several major brands including Blue Plate Mayonnaise, French Market Coffee and Luzianne Iced Tea. Aafter two previous successful events with Gambel Communications, Reily Foods again turned to the Gambel team with the objective of increasing public relations and grassroots community engagement for Blue Plate Mayonnaise.  

As part of its recommendations, Gambel Communications curated a “pop up” po’boy giveaway for National Sandwich Day. The agency facilitated partnerships with two other iconic New Orleans brands, Chisesi Brothers Meats and Leidenheimer Baking Company, to stage the event. To “test the waters,” the brands made and handed out 300 sandwiches under a small tent outside Gallier Hall in downtown New Orleans during lunchtime when people traditionally come out of their high-rise offices to get a midday meal. In 90 minutes, all the sandwiches were gone, and all four local TV stations covered the event. 

A year later, Reily set out to celebrate National Sandwich Day, again partnering with Leidenheimer Baking Company and Chisesi Brothers Meats. The partners set a new goal to create the longest po’boy on record  in New Orleans. 

For its third year, Reily and its partners turned again to Gambel Communications to coordinate the National Sandwich Day event and raise awareness through media relations. Working with the same goal of breaking a record for New Orleans’ longest po’boy and adding a new element–a high-profile sandwich eating contest, Gambel developed a strategic plan to draw new media attention to the celebration and to display key partnerships between Reily and the community. Additionally, Gambel coordinated with local chefs to help assemble the giant po’boy, with Parkway Bakery’s Justin Kennedy at the helm. 

Strategy

To get the word out about National Sandwich Day, Gambel successfully arranged several media opportunities, including spots on all four major local stations. Leading up to National Sandwich Day, Gambel Communications handled media relations and earned extensive press coverage in print media, online media, television and radio. Gambel met with targeted local media to generate public support, as well as create a key community partnership. Gambel Communications also worked to secure several live remote segments, as well as the record for the longest po’boy in New Orleans.  

Results

The previous year’s record of a 352 foot po’boy was exceeded, by at 500 foot-long sandwich. Gambel Communications successfully coordinated the high-profile sandwich eating contest and secured the participation of New Orleans Saints cornerback Marshon Lattimore, FOX 8 news reporter Rob Krieger and local celebrity chef and “Chopped!” contestant Gavin Jobe. Gambel Communications also raised local awareness for Blue Plate, Chisesi and Leidenheimer, solidifying the trio as the ultimate New Orleans union of bread, meat and condiments. 

Reily Foods Company received extensive media coverage and local awareness in its target markets, as well as national outlets, and a record was set for New Orleans’ longest po’boy―a “national treasure” for the people of New Orleans.     

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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