New York Bakery, the UK’s #1 bagel brand[i], has launched its biggest marketing campaign since 2020. The new light-hearted TV and social creative showcases how a bite of its authentic New York-style bagels can whisk you away to the Big Apple.
The campaign, which will appear on TV screens nationwide, across BVOD, social media and digital platforms and is supported by consumer PR, launched on 22nd May and will run until September.
Titled ‘Bakes You There’, it dramatises the escapist power of food by transporting everyday Brits into spontaneous New York fantasies – but always bringing them back to moments that matter.
The 30” film introduces Lisa, a young girl in a sports kit about to enjoy her breakfast bagel at home. As she takes a bite, her imagination transports her to the bustling streets of New York. The unmistakable instrumental intro to ‘New York, New York’ swells and creates anticipation but it’s not the iconic voice of Sinatra that follows. It’s an even more familiar and familial voice, with slightly more mundane lyrics asking “Lisa, where are your shoes?”.
Reality slowly creeps back in for Lisa as she snaps out of her New York revery and back into her kitchen. Lisa’s Mum good-naturedly hurries Lisa out of the house but not before Lisa cheekily dashes back to grab her bagel.
Claire Kong, marketing director at New York Bakery, says: “We know that great food has the power to transport us. With ‘Bakes You There,’ we’re showing how even a simple moment, wherever 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 our activation.”
New York Bakery is also the new sponsor of Channel 4 Breakfast, placing the brand alongside ever popular US programming, aligning with New York Bakery’s three breakfast demand moments – hearty, nourishing and indulgent.
New York Bakery will feature in over 1,000 episodes in total, reaching 12.5 million adults, nearly a quarter of the population.
The six-month sponsorship began on April 14th and runs to October 13th, with four 15, 10 and 5 second idents per 30-minute episode.
To support the campaign, New York Bakery has refreshed its packaging to emphasize its NYC identity. This includes an updated logo accentuating bakery, a distinct drop shadow descriptor inspired by NYC signage and amplified usage of Lady Liberty, which is being rolled out across all packs.
Kong continues: “New York Bakery has ambitious and exciting plans with its highest ever UK media presence in the last five years. In line with this, we have given the range a clear Masterbrand identity running from media and social through to packs and instore activity.”
With its soft and chewy texture, bold flavour, and satisfying freshness that is made the authentic way – boiled and then baked – the New York Bakery range includes The Original, Cinnamon & Raisin, Sesame, Red Onion & Chive, Wholemeal, Everything!, Protein Boost, Lighter and Gluten Free Original Bagels.
