Allied Global Marketing and Hulu Serve Up an Unforgettable Slice of Culture with the 'Deli Boys' Tour

Allied Global Marketing partnered with Hulu and Onyx Collective to bring the world of ‘Deli Boys’ to life through a vibrant and immersive mobile activation that hit the streets of New York City, Austin’s SXSW, and Chicago’s River Dyeing festival.

To celebrate the launch of the new Hulu Original ‘Deli Boys’, Allied transformed a food truck into a full-scale reimagining of the show’s fictional ABC Deli, complete with custom-designed props, themed giveaways, and surprise appearances by series stars Asif Ali and Saagar Shaikh.

Guests stepped into a playful world where they could collect custom Deli Boys “cash,” redeem it for snacks and drinks inspired by the show’s cultural roots, and explore interactive touchpoints including faux surveillance cameras, a behind-the-scenes fridge screen, and a stylised newspaper dispenser. The experience left fans with posters, Hulu swag, and a stronger connection to the show’s unique flavour and energy.

“The Deli Boys activation is a brilliant example of what can happen when creative ambition meets collaborative execution,” said Paddy Davis, EVP, Brand Experience, Allied Global Marketing. “From concept to street-level experience, it’s been fantastic to work so closely with the teams at Hulu and Onyx Collective to bring the ABC Deli to life in such a fun, unexpected way. We’re incredibly grateful to our clients for trusting us to deliver something so bold and culturally resonant.”

As consumers crave richer connections with their entertainment, Allied’s experiential campaign for Deli Boys proved that live activations remain a powerful tool for fan engagement, brand storytelling, and social buzz.

For more information about Allied Global Marketing’s Brand Experience work, visit https://alliedglobalmarketing.com/brand-experience