New York Bakery, the UK’s number one bagel brand[i], is investing in high-impact retail media this festive season, activating across Tesco, Sainsbury’s Asda and Morrisons to drive awareness, trial and seasonal sales through December and into Boxing Day.
The campaign is designed to inspire shoppers to use New York Bakery bagels both for festive hosting occasions and as a convenient New York-style brunch solution for the days between Christmas and New Year, when consumers look for easy ways to use up leftovers and trade into premium breakfast options.
Running throughout December, the activation combines front-of-store screens, in-store POS, targeted loyalty mechanics and digital retail media, delivering strong visibility at key shopper touchpoints during one of the busiest trading periods of the year.
At Tesco, New York Bakery will appear on 240 Tesco Express front-of-store screens in top-performing locations from 3–16 December, supported by sponsored search on Tesco.com running throughout the month to capture festive and Boxing Day breakfast missions.
At Sainsbury’s, activity includes targeted Nectar coupons tailored to lapsed, existing and competitor buyers, alongside front-of-store digital screens, hanging flags across the estate, and a targeted social media campaign expected to deliver around 1.3 million impressions. Online, the brand will feature in Sainsbury’s Christmas breakfast grid and via display banners and sponsored search, ensuring consistent visibility through to early January.
Asda activity focuses on driving penetration, with 72 front-of-store digital six-sheets running mid-December, supported by festive-themed sponsored search online.
Meanwhile, Morrisons shoppers will see New York Bakery across 330 deli counter screens nationwide, complemented by Morrisons.com sponsored search to drive conversion online during the peak festive and Boxing Day trading window.
The creative message encourages shoppers to think beyond Christmas Day, positioning New York Bakery bagels as a versatile base for festive toppings, sharing platters and post-Christmas brunches – a key growth opportunity as shoppers increasingly look for simple, premium solutions during the quieter days between Christmas and New Year.
Claire Kong, marketing director at New York Bakery, said: “The festive period is about more than just Christmas Day. We know shoppers are looking for easy, great-tasting options for hosting, relaxing and using up leftovers in the days that follow. By investing in high-impact retail media across our key retail partners, we’re making it easier for shoppers to choose New York Bakery bagels as part of their festive and Boxing Day routines.”
The activation forms part of New York Bakery’s wider strategy to work closely with retail partners, using data-led targeting and high-visibility media to support both in-store and online performance during seasonal peaks.
