Seeking to tap into the office worker market, White Plains Galleria’s “Especially for You” campaign saw costumed Santa helpers hand-deliver promotional gold packages to 10,000 business employees. The campaign was highly successful, with 16.8 percent of giftees responding.

Realizing that 5 million people eat in mall food courts every day, Cafe USA launched an entertainment and news program broadcast for food courts across the country. Participating malls could become a “local affiliate” and advertise for four minutes every half-hour.

When the California Restaurant Association approached Broadway Plaza about hosting the Third Annual Bay Area Restaurant Olympics, Marketing Director Kaycee McKenzie saw the potential for increasing the center’s community goodwill. The association and corporate sponsors picked up most of the costs, and around 4,000 people attended the event.

Buena Park Mall gave away 1,000 pounds of sweet onions—and an extra 600 pounds after the first batch ran out—as part of its Mother’s Day promotion. Food court merchants each handed out more than 1,000 samples, and enjoyed sales increases up to 20%.

An all-day celebration kicked off the opening of phase 1 of a new Food Hall at Farmers Market Jamaica.