A Healthy Dose of Creativity

When Neuman’s a New York City-based catering company was challenged with creating medically-themed foods and presentations that would support the goals of the Nielsen Media Healthcare Clio Awards, they knew they had to do it without being cute or morbid.



Arriving guests were greeted on the ground floor by theatrically attired nurses who handled “patient check-in.”

After exiting the elevators on the sixth floor, guests entered a room whose walls and floors were glowing with blue and purple washes that provided a sexy, cool ambience. The centrally located bar, staffed with waiters in blue and green hospital scrubs, was decorated with illuminated x-rays and cued guests that the this wasn’t a traditional awards dinner. The Saatchi Healthcare “Flu Shot,” with Ketel One vodka, grapefruit and orange juice, was the specialty drink.Smiling guests wandered among the sponsor booths, interactive displays and food stations, all decorated with medical diagrams, eye charts and hospital signage, as they adjusted to their environment.




During the cocktail hour, guests were served amber plastic pill bottles filled with herbed tomato soup, while paper pill cups were used to serve crab cakes with saffron aioli. Shrimp were served on long wooden skewers with cotton Q-tips. Mini burgers were served on white trays decorated with red crosses and stethoscopes or on hospital trays with surgical masks. Some familiar foods took on new identities—Pigs in a Blanket became Swine in a Blanket.On the cocktail station, glass specimen jars held grilled vegetables and other condiments. Scientific beakers filled with colored water and dry ice provided an eerie, laboratory feel as vapors wafted over the tabletop, while a marble and steel stand provided height for the cheeses and fruits.

Guests approached the buffet by picking up divided-compartment hospital trays arrayed below an illuminated x-ray examination station. Breads spilled from doctor’s bags; stainless steel scales and intravenous bag holders decorated the background.



The buffet was presented on large gurneys, decorated with doctor’s anatomical models and other surgical props. Dark wood cutting boards and chafing dishes rested on stainless steel platters. Empty red gelatin pills were scattered over the sushi station while soy sauce was served in beakers and surgical clamps doubled as serving tongs.

Mini desserts were wheeled through the event space on a hospital cart and served in paper pill cups. Chocolate pudding was served with tongue depressor spoons. Guests enjoyed a final self-medication of liquor scented-raspberry puree served in a plastic syringe.

At the conclusion of the event, the client wrote to the caterer, “Wow, you really pulled it off and made me look like a superstar. Each person was willing to go the extra mile to make sure our guests were happy and engaged with the event. You are the best when it comes to paying attention to the bottom line. Throughout the night and even today the compliments are pouring in from attendees, staff and other vendors.”

Neuman’s  won the 2010 ISES Big Apple Corporate Event of the Year for its work on the Nielsen Media Healthcare Clio Awards.