At the bus station on 69th and Columbus Avenue.
Have you been seeing Barney Greengrass advertisements around the city? The famous sturgeon fish purveyor from the Upper West Side is currently featured in Nordstrom’s “For Everything New York” campaign, celebrating the Seattle-based department store’s fifth anniversary in New York City.
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It’s an attention grabber: one ad displays the Barney Greengrass storefront, with its big red letters, as a stylishly dressed woman and a small boy saunter out of the Jewish deli. Gary Greengrass, the current owner, smiles behind them. The Nordstrom brand name is prominently featured in the middle, with the tagline at the bottom: “A quick pick up for a look to go.” The ads can be seen around NYC as well as in print, digital, and social media.
The photographs for the campaign were taken by Jewish New York street photographer Daniel Arnold, reports the Jewish Telegraphic Agency. Nordstrom also interviewed Gary Greengrass, the third-generation owner of the beloved institution.
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“We’ve been in business since 1908,” says Greengrass in a video interview posted on Instagram. “Barney Greengrass is my grandfather. I learned this trade of the smoked fish business down on the Lower East Side.” He explains that the moniker “The Sturgeon King” was coined by former New York state senator James Frawley in the early 1900s. Greengrass also praises Nordstrom for their customer service, family-run ethos, and resilience during Covid. “It’s a nice partnership,” he says, hinting at future “activations” at his deli or at Nordstrom as part of the campaign.
“Since opening our NYC Flagship in 2019, Nordstrom has been committed to offering our New York customers with the brands, products, and services they expect from us,” said Deniz Anders, Chief Marketing Officer at Nordstrom in a press release. “We hope this campaign serves as a gentle reminder to New Yorkers that we are here to help them for all their moments – from special occasions to their everyday needs. As part of the campaign, we are highlighting a few of our favorite local institutions as we get to know the community where our customers and employees live, work, and spend their time.”
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Nordstrom, located at West 57th and Broadway, is also collaborating with the Apollo Theater in Harlem, Café Dante in the West Village, and Casa Magazines, a popular newsstand that opened in 1994, also in the West Village. A spokesperson from Nordstrom told New York Jewish Week that their in-store partnership with Barney Greengrass will launch in mid-October.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” said Red Godfrey, vice president of creative at Nordstrom. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.”
