The traveling deli made its first stop in New York at Union Square on Feb. 26 and will be at Madison Square Garden for the New York Knicks and Philadelphia Sixers game. It will also be making a stop by South by Southwest in Austin, Tex. on March 8 and 9 before ending in Chicago on March 16 for the St. Patrick’s Day River dying festival. The deli features exclusive merchandise, specialty drinks, and photo opportunities.
The Don’t Tell Comedy tour kicked off on March 1 in Los Angeles and has been making its way through New York City, Austin, Philadelphia, Oakland, and Atlanta with secret shows.
Ortiz added that because of the show’s focus on a mix of genres as well as South Asian culture, the campaign is aimed at representing different cultures.
“Beyond its sharp humor and high stakes energy, its cultural richness makes this show truly stand out,” Ortiz said. “The campaign was designed to mix crime, comedy, and culture in a way never seen before. It allowed for bold creative grounded in cultural relevance that endeared audiences broadly and represent community authentically.”
All 10 episodes of the first season of Deli Boys are currently available to stream on Hulu.