Bagels take centre stage in New York Bakery campaign
BAGEL brand New York Bakery Company (NYB) has launched its biggest marketing campaign since 2020 complete with a revamped brand appearance.
The new light-hearted marketing, consisting of a new TV ad and a presence across social media, showcases the authentic nature of the NYB brand and how one bite can whisk consumers away to the Big Apple.
The campaign will appear across TV screens nationwide across broadcast video-on-demand, social media and digital platforms and is supported by consumer PR. The marketing kicked off on 22 May and is set to run until September.
The film introduces a young woman in a sports kit who is enjoying her breakfast bagel at home and as she takes a bite, she is transported to the bustling streets of New York. The film is accompanied by the instrumental intro of Frank Sinatra’s ‘New York, New York’ to help create anticipation and a sense of authenticity.
New York Bakery will also will also sponsor Channel 4 Breakfast and will place the brand alongside some popular US programming as well. This six-month long sponsorship started on 14 April and will conclude on 13 October.
And to support the enw campaign, NYB has refreshed its packaging to help emphasise its New York identity including an updated logo, more signage designs from the Big Apple and an amplified use of The Statue of Liberty.
Claire Kong, marketing director at New York Bakery, said: “We know that great food has the power to transport us. With our campaign ‘Bakes You There’, we’re showing how even a simple moment, whever or whenever it happens, can spark a little escapism.
“This campaign captures that idea with warmth, bringing the bold spirit of New York to everyday life in the UK, and shoppers are sure to respond when they see the New York Bakery range in store this summer, alongside out activation.”
