Case Study | Afro Freedom Afro Feast
JANE was hired by award-winning Chef Serigne Mbaye of Dakar NOLA, the 2024 James Beard Award recipient for ‘Best New Restaurant,’ to create an immersive brand experience for the 3rd annual Afro Freedom Afro Feast celebration. Designed to elevate and honor Black culture through gastronomy, this event aimed to expand its reach to a broader audience.
Campaign Strategy
Chef Mbaye envisioned a gathering that would showcase Black ancestral foods while inspiring the youth and uniting the community. Aligning the event with Juneteenth, a day dedicated to honoring ancestors, Afro Freedom Afro Feast became a meaningful celebration in New Orleans. JANE crafted a strategic brand experience by introducing strong branding elements, including visual identity and brand voice, fostering synergistic partnerships, and curating digital and social content. This ensured a cohesive narrative centered around culture, community, and sustainability.
Creative Vision
The creative vision for Afro Freedom Afro Feast was centered on authenticity and thoughtful design, reflecting the deep-rooted cultural significance of the event. The branding was meticulously crafted to embody the essence of the celebration. Every detail, from event layout to signage to digital design and copy, was carefully considered to ensure an immersive and memorable experience.
Silent Auction
Afro Freedom Afro Feast introduced an exciting new addition — a silent auction benefiting Grow Dat Youth Farm, the event's vibrant seven-acre venue in New Orleans City Park. Grow Dat Youth Farm engages young people, ages 15-24, in programs focused on youth leadership and sustainability, cultivating skills that empower future leaders in the community. Generous contributions from event partners helped make the auction a success, providing guests a chance to bid on unique items while supporting an impactful mission. This initiative underscored Afro Freedom Afro Feast's commitment to inspiring the next generation.
Partnerships
New for 2024, JANE secured strategic partnerships to enhance the event's authenticity and community impact. Anson Mills, Mountain Valley Spring Water, Lodge Cast Iron, Uncle Nearest and Tabasco, all integral to the culinary experience. Resy provided invaluable support in promoting the event and serving as the event’s ticketing platform. Grow Dat Youth Farm was the venue for the second year in a row. Partners Four Seasons New Orleans and New Orleans and Company provided promotional support. Turning Tables and New Orleans Culinary & Hospitality Institute (NOCHI) contributed to workforce development initiatives as students received hands-on experience working closely with the chefs and event staff. Glass Half Full provided recycling services. These partnerships reinforced Dakar NOLA’s commitment to community and sustainability.
“Juneteenth is about honoring our ancestors, so at this event, we do that with food, cooking the way they did on an open fire and serving historically Black dishes.”
— Chef Serigne Mbaye, ‘A Juneteenth Celebration’ featured in Garden and Gun
Talent
The success of the event was driven by the exceptional talent of renowned New Orleans chefs, led by Chef Serigne Mbaye. Chefs included Prince Lobo (Addis Nola), Kaitlin Guerin (Lagniappe Bakehouse), Martha Wiggins (Café Reconcile), Shonda Cross (Chef Shonda’s Fine Dining To-Go), Nina Compton (Compère Lapin, BABs), and Charly Pierre (Fritai). The chefs’ commitment to authenticity and their passion for storytelling through food resonated deeply with attendees, creating an unforgettable culinary experience that honored the past while celebrating the future.
Digital & Social
A comprehensive digital and social media strategy amplified the reach of Afro Freedom Afro Feast, transforming it from a locally known event into a celebration with national recognition. Our partner, The Solluna Group, provided website design services, including copywriting and SEO optimization, while also crafting a targeted email and social media campaign to drive engagement and boost visibility. Engaging curated content was shared across platforms, including behind-the-scenes event preparation, chef spotlights, and live updates during the celebration. The use of hashtags like #feedyoursoul and #afrofreedomafrofeast helped build online momentum.
Afro Freedom Afro Feast garnered 2.7MM+ media impressions!
Press
Securing national press was key to the success of Afro Freedom Afro Feast. JANE established a partnership with Garden & Gun, a lifestyle magazine that celebrates the richness of the South. Previously a local event, extensive coverage and promotion from Garden & Gun and other leading media outlets such as Axios and Eater broadened Afro Freedom Afro Feast’s reach and positioned it as a leading cultural celebration in New Orleans, highlighting Black culinary traditions.
Photography & Videography
Talented photographers Jeremy Tauriac and Kat Kimball and videographer Jacques Dule captured the heart of the event through a strategic shot list focused on chefs in action, vibrant attendee moments, and the celebration of African diaspora cuisine. Their blend of candid shots, dynamic food presentations, and atmospheric footage highlighted the community spirit and cultural pride at the core of Afro Freedom Afro Feast, bringing the event’s authenticity and sustainability to life through their lens.
Guest Reviews
“While many of us call New Orleans home, we hail culturally, spiritually, ethnically from many parts of the African diaspora. Our stories of freedom, food, and resistance are all deeply intertwined. To be able to celebrate our modern day lives while giving respect to all our origins is a beautiful practice and no one does it better than Dakar and the chefs here in our city. The event is a tasting tour of some of the best the African diaspora has to offer and the familiar flavors, smells, and textures take you home to wherever home is or was. I’m grateful to make this event an annual practice.”
— Dee S.
“This was a quintessential New Orleans moment. I loved every second and marvel at how warm and welcoming such a large event felt. It was perfect, top to bottom.”
— Sarah B.
“This was a true connection of Spirit, Earth and Blackness. Well done for allowing us to fellowship and remember how truly special we all are.”
— Tiffany C.
“I absolutely loved it! The food, music, staff, set up (long tables where we got to meet new people), the family style dinner… it was wonderful. And we got to walk the grounds of the farm which was a real treat.”
— Felicia M.
“The Chef interactions and food were exceptional as were the branding, ads, ease of purchase, communication prior to arrival, live music & DJ, flowers and culture.”
— Anonymous