diner en blanc new york founders



Third time may be a charm, but there’s nothing quite like celebrating a lucky number 7! And since we’ve been the dedicated go-to social media agency for Le Diner en Blanc – New York (now in its 7th year) we feel like winners.

The legendary all-white pop-up-picnic has become THE culinary event of the year in cities around the world, bringing together food lovers, cultural enthusiasts, and fashionistas at a secret locale. A worldwide phenomenon, this year over 120,000 people in 28 countries will be attending.

New York was the first city in America to host Le Dîner en Blanc, which makes its return for the
7th consecutive year on August 22nd. Over 5000 guests dressed head to toe in elegant white will gather at a secret location to dine and dance amid the city’s hustle and bustle.

This year the event partnered locally with: Covergirl, Champagne Canard-Duchêne, Kenwood Vineyards, and the official national partner Evian & Badoit waters.

We were charged with creating content that would highlight the partnering brands’ involvement. This included reviewing and creating copy for posts, coordinating with branding teams on deliverables and sharing necessary assets that would help create engaging posts.

At The Delice Group, we believe in developing connections that stem beyond the qualitative – ultimately numbers don’t matter if a brand isn’t meaningfully aligned with a targeted group.

While reviewing COVERGIRLS’s assets for their sweepstakes Instagram post we offered the following image as collateral:

diner en blanc new york

This photo, shot by The Delice Group founder Maude Delice, was also featured as part of WABC’s TV plug for the event. If a picture is worth a thousand words, this one captures Le Diner en Blanc’s branding word: “magic”. Even in the city that never sleeps, time is momentarily suspended.

To date, the post has received over 5,000 likes and over 800 comments:

diner en blanc new york tickets


Feeling lucky? Join the sweepstakes!

UPDATE: Check out Dyynamics recap post for all the reasons why you should add the Diner en Blanc NYC to your bucket list.

See you next year!

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