NEW YORK – October 11, 2024 – Marino, a strategic communications firm with offices in New York, Los Angeles and Miami, today announced that it has been selected by the iconic Manhattan food destination Zabar's to promote its 90th anniversary through an earned media and influencer engagement program.

Marino was selected for its expertise in working with top food brands and destinations to increase the visibility surrounding Zabar’s legacy, quality offerings and friendly service while introducing the Upper West Side landmark to younger generations of New Yorkers and visitors alike. In addition to an earned media campaign, Marino will also apply its extensive experience working with food and beverage brands to develop and execute an influencer gifting program.

“From its world-class food offerings to its rich history as a legendary New York institution, Zabar's is a beloved brand that continues to serve as a symbol of tradition and community,” said Robert Barletta, executive vice president at Marino, who leads the agency’s Food & Beverage practice. “We are incredibly proud to promote Zabar’s milestone anniversary and lead the efforts in showcasing this quintessential New York City destination that has become synonymous with the city’s culinary legacy and vibrant culture.”

In 1934 husband and wife Louis and Lillian Zabar established Zabar’s as a small shop with a mission to serve the highest quality coffee and smoked fish. Since then, Zabar’s has grown into a famed destination and iconic brand among local New Yorkers purchasing their daily groceries, tourists visiting the city, celebrities, and more. Today, the store spans the block front and also serves customers through its online shop, with Zabar’s sons, daughters and cousins hand-slicing meltingly delicious smoked fish behind the appetizing counter, offering tastes of the latest artisanal cheeses, setting out fresh-baked rugelach, and overseeing the roasting and selling of its famed coffee blends – selling 400,000lbs per year.  

The store has also been a pioneer for various food trends, introducing New York to Brie cheese in the 1960’s, bringing gourmet cookware in the 70’s, and setting off a “Caviar War” with its delectable caviar and unbeatable prices. Zabar’s has appeared and been referred to in countless TV shows and film productions, such as You've Got Mail, Will & Grace, Dream On, How I Met Your Mother, Mad About You, Friends, Sex and the City, The Nanny, Seinfeld, Heart of Dixie, Law & Order and Gossip Girl.