How we took the New Farm Deli Long Lunch online

Posted June 23, 2020

The Challenge

Due to COVID-19 restrictions New Farm Deli’s beloved annual event was unable to proceed in its usual intimate form; as a mass gathering with long tables, dancing and a family-style shared menu.


The Idea

Rather than cancel the event, we proposed the creation of a ‘New Farm Deli Long Lunch at Home’ experience for 2 or 4 people, to give customers the opportunity to recreate the long lunch experience at home, with food, wine and music curated by the Deli team. We enlisted our live band from the event to curate a bespoke music playlist and encouraged customers to share their long lunch experience at home with us online, via the official Facebook event and on Instagram, to evoke some of the sense of community the event is famous for.

New Farm Deli Long Lunch at home

The Result

New Farm Deli Long Lunch At Home packages sold out within 72 hours – resulting in approximately 400 covers. Guests were also able to customise their experience by adding on some of their deli favourites or tweaking the menu to accommodate dietary requirements, contributing to incremental sales across the weekend. 

The result? New Farm Deli’s Long Lunch At Home completely sold out and was the perfect way for guests to indulge and celebrate safely.

Tools: Social Media campaign

Facebook Event

  • 10.5k reached
  • 2.5k event page views
  • 398 responses

Press Coverage:

Gourmand & Gourmet

Experience at home:

Spotify Playlist

New Farm Deli
‘Uno Momento not only brought the idea to us, but made the process so easy from start to finish. They rolled out the campaign and created a format that was easy to implement so we could focus on what we do best – food and wine. We were overwhelmed with the response and are so happy we could keep the Long Lunch tradition alive during these turbulent times’
Maria Anello, New Farm Deli

2 people – $100  |  4 people – $190
(3 course semi-prepared package paired with wine) 

1st Course
Caprese Antipasto Platter (ready to eat): freshly baked focaccia, prosciutto, fior di latte cheese, Roma tomatoes & Sicilian green olives.

Wine Pairing (White)
Santa Cristina ‘Campogrande’ Orvieto Classico Secco IGT 2017 (Umbria, Italy.) Procanico/Grechetto. Aromas of orange flowers and stone fruits. Favours of peach and apricot, fruity and easy going palate, with subtle accents of savoury herbs on the finish.

2nd Course
Traditional Oven Baked Beef Lasagne (bake in oven): decadent layers of homemade egg pasta with lashings of mozzarella, parmigiano and our house made beef bolognese sauce.

Wine Pairing (Red)
Fontanafredda ‘Briccotondo’ Barbera d’Alba 2018 (Piemonte, Italy). Aromas and flavours of cherry, plum and raspberry. Easy going medium-bodied and fruity palate with low tannins, finishes with a vanilla and sweetness from oak ageing.

3rd Course
Maria’s Famous Cannoli (ready to eat): hand made Cannoli shells filled with Italian style vanilla custard and coated with roasted almonds.