Big Nosh Jewish Food Festival
The Big Nosh Jewish Food Festival celebrated Jewish culture, food, and community in Pittsburgh. Held from April 7-9, 2024, this three-day event brought together locals to experience the traditions of Ashkenazi and Sephardic cultures. This was a vibrant atmosphere of music, art, and togetherness. Hosted by the Pittsburgh Jewish Chronicle and with the generous support of 49 sponsors, the Big Nosh made its mark as Pittsburgh’s Jewish food festival.
Services
Brand Development
Ad Campaigns
PR & Media Relations
Web Design & Development
Signage & Wayfinding Design
Industry
Nonprofit Community Event
Background
Big Nosh is a unique event hosted in Pittsburgh, PA. Shift collaborated with the Big Nosh team on initial branding and logo development. Once the brand identity was finalized, we focused our energies on marketing and advertising through a mix of owned, earned, and paid channels.
In April of 2024, Big Nosh launched to crowds lining up around the block at Congregation Beth Shalom in Squirrel Hill.
Challenges & Concerns
As a brand new event, getting the word out was critical. With any first-year event, there’s a fear that people won’t attend. Not only was this its first year, but also the first Jewish-based food festival to hit the Pittsburgh food festival scene. It was important to promote the event in a way that balanced authentic cultural elements with what we knew would appeal to a broad audience.
Goals
Driving Pittsburghers to attend the event was the main focus of the marketing effort. Flooding social media channels, print media, outdoor, radio, and TV appearances helped reach the goal.
Toby Tabachnick, editor of the Pittsburgh Jewish Chronicle, stated, “Big Nosh is not just about food; it’s about coming together to celebrate our rich heritage and create lasting memories with friends and neighbors.”
Brand Identity Development
Shift created Big Nosh’s brand identity, including its logo and brand language, from the ground up. The team conducted comprehensive research to guarantee the designs were culturally thoughtful and visually striking. The resulting identity reflects Jewish traditions while resonating with Pittsburgh’s diverse community. The vibrant color of bright blue and symbolic imagery capture the essence of the event, and the brand elements are designed to adapt as the event grows.
To establish a cohesive and professional appearance across all materials, Shift developed standards to guide the implementation of the visual identity. Applications included creating event signage, promotional graphics for social and web, and specialty items, thus allowing for seamless execution consistent with the standards.
“My goal was to make Big Nosh a true feast for the senses and to convey that excitement and energy through the logo, brand identity, and marketing materials.
One of the challenges with producing an event for the first time is creating a strong first impression. We had to come out of the gate with a highly polished portfolio of design assets. If we didn’t present the Big Nosh as a highly polished, class A event, it wouldn’t have been taken seriously. Shift knocked it out of the park!”
Evan H. Stein | Event Creator
Content Development
Shift crafted messaging that was both authentic and inclusive. By incorporating Yiddish words and culturally resonant language, the messaging effectively engaged the Jewish community while remaining accessible to the broader Pittsburgh audience. Promotional copy, social media posts, and website content emphasized warmth and inclusivity to help build strong connections with attendees and sponsors.
Advertising & Marketing
Shift implemented a comprehensive marketing strategy that combined digital promotion, multi-channel advertising, social media, and local press coverage. Shift managed a rigorous marketing schedule to ensure the vendors received all deliverables on time. These multi-channel efforts generated excitement and significantly boosted attendance, establishing the Big Nosh as a must-attend event.
Event Signage & Wayfinding
Custom signage was developed by the Shift team for the event. While visiting Congregation Beth Shalom’s event space, we analyzed the layout and developed a signage plan to best direct attendees. With that information, Shift designed branded signage for wayfinding, event branding, and sponsorship recognition and worked with local print vendors to execute the final vision. This ensured that the sell-out crowds could navigate the space easily and find the noshes they were craving!
