Pearl Street Caviar

Brand Campaign

Pearl Street Caviar is a NYC-founded caviar brand that seeks to dust-off the preconceptions of caviar.

New York City has a rich history as one of the world's most prominent caviar hubs. Pearl Street Caviar looks to bring back quality, sustainably-sourced caviar accessible to anyone.

This campaign for Pearl Street Caviar’s new take on caviar fostered a generation of caviar eaters with direct-to-consumer sales grew 55% from 2019 to 2020, despite the global pandemic. Instagram followings increased by 4x, and the campaign led to partnerships with Soho House and Equinox, while promoting Pearl Street Caviar’s existing partnership with the NBALab.

The Proper Utensil

Brand Film

For far too long, caviar etiquette has ruled supreme. The truth is there is no “right” way to eat caviar. Pearl Street Caviar invites a new generation to enjoy caviar, however they please—off a chip, straight from the can or even off a fingernail.

Pearl Street Caviar

The Proper Utensil

Caviar etiquette has ruled supreme, leaving a high barrier to entry for most who want to indulge in its unique taste and austere. The truth is there is no “right” way to eat caviar. Tapping into the rise of nail art, Pearl Street Caviar is inviting a new generation to enjoy caviar, however they damn please—off a chip, straight from the can or even off a fingernail.