How Jesse’s Deli in Cobble Hill Became the Symbolic Bodega of Anti-Gentrification

July 3, 2015 | Liam Mathews

Neighborhood staple Jesse’s Deli has served up sandwiches and bodega staples on Atlantic Avenue since 1989. But recently the landlord more than doubled the rent, and the business may have to close, leaving the people of this part of Cobble Hill without a bodega, a New York necessity as vital as a laundromat or a pharmacy. Some neighborhood residents decided to show their support for Jesse’s Deli and protest rent hikes by creating a satiric ad campaign that rebrands ordinary bodega items like cans of tuna and Duracell batteries using buzzwords like “artisanal” and “curated” and doubling the price. Learn how they did it in Brooklyn Independent Media’s video above.

(Photo: David Ewalt)