FOR IMMEDIATE RELEASE:Contact:Judith King

February 24, 2005     Tel/Fax: 661-309-6631

                      judith@judith-king.com

NEW YORK CATERING COMPANY’S AD CAMPAIGN LAYS AN EGG

NEW YORK -- Creative Edge Parties' new Web site has been selected as one of HOW Magazine’s Hot Links, (www.creativeedgeparties.com).  The site is the most recent addition to the catering company’s advertising and branding campaign, which began its rollout last fall with print ads appearing in Hamptons Magazine, Cottage & Garden, and trade publication Biz Bash.  The print portion of the campaign will repeat this spring. 

Designed by the award-winning firm of Heller Communications, the Web site and overall campaign, including moving signage – are derived from nature’s most perfect shape: the egg and its natural progression – the chicken. 

“The notion of an egg representing a catering company seemed perfect, considering its prevalence as an ingredient in so many foods,” says agency principal Cheryl Heller.  “Combine that with the egg’s creative simplicity and the concept was hatched,” she adds, tongue in cheek.  “In this case, the chicken followed the egg, but not any old chicken would do…we wanted our chickens to symbolize what we see as the beauty our client creates.  Only Fancy Chickens would do.”

The site takes a humorous, yet significant look at pointing out the fundamental features of eggs and their role in food.  For example, one egg in the carton cleverly explains that the 100 folds in a French chef’s hat represent the 100 ways a classically trained chef should be able to cook eggs.  An added attraction to the site is its audio track, which features the sounds of hens pecking.  Ironically, it mimics perfectly the noises a chef makes when chopping eggs. 

Todd Vanderlin is the site’s designer, Karina Hadida served as art director for the print portion of the launch, and Stephen Green-Armitage photographed the Fancy Chickens.

The moving signage can be found rolling around New York City as giant Fancy Chickens on the sides of Creative Edge Parties’ catering vans and trucks.  

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About Heller Communications

A strategic branding and creative company, Heller Communications is comprised of a core group of partners and associates with experience across the entire range of marketing strategy, design, and advertising.  The company offers a diversity of disciplines and senior level attention to each client, ensuring continual integration of thinking and execution strategies that produce innovative solutions.  Combining best practices of traditional advertising agencies and design firms into a streamlined organization, the agency works in all industries, all mediums, and all technologies. Heller Communications, www.hellercommunicationsinc.com, is headquartered in New York.

About Creative Edge Parties

Since 1987, Creative Edge Parties’ extensive experience, superior production values, and exceptional food have made it the premiere catering company in New York City.   The ability to coordinate and produce a prestigious event for 1,200 with the same sophistication and attention to detail as for a small private dinner for 15, is what continues to set them apart. Creative Edge Parties, www.creativeedgeparties.com, is located in Greenwich Village, New York.