The New York Bakery Co. has unveiled a bold new £2m campaign, "New York or Nothin’".
The multi-channel campaign is cinematic and playful, creatively reinforcing to UK consumers that New York and bagels are synonymous and setting the New York-style bagel apart from any competition.
It features a 30” TV ad that debuted on 19th April. It stars George, a older gentleman sitting at a table in a classic New York deli in Brooklyn, for whom anything other than a New York style bagel is a “lousy imitation”.
Viewers soon realise that George is "educating" his slightly bemused toddler grandson: “Kid, it’s New York or Nothin’”.
Over the past year, 1.125 million new shoppers bought the New York Bakery Co. brand, bringing the highest share of incremental shoppers to the category.
Moreover, consumers of the New York Bakery Co. brand buy 33 per cent more frequently than those who buy any other bagel brand.
“Not all bagels are alike. We know this, and our shoppers know it too," said Christina Honigfort, Head of Marketing at New York Bakery Co. "They tell us that New York-style bagels are 'spot on', packed with flavour and just the right amount of chew.
“By shining a light on George, we highlight just how proud New Yorkers are of their beloved bagels. They are sacred in New York. For the people that live there, and for our loyal bagel lovers here in the UK, it’s ‘New York or Nothin’.”
The TV campaign will be supported by a marketing push across print media, social media, PR and influencers. The New York bagel will sit front and centre of new creative featuring lines such as "If it ain’t New York, it ain’t a bagel" and "There’s only one way to bagel".
The brand campaign follows the brand’s launch of “Fancy Schmancy” Deli Bagels featuring three premium flavours loved by New Yorkers. The move is set to drive value growth and incremental sales by attracting new consumers to the fixture and meeting the needs of the growing lunchtime occasion.
The news comes as New York Bakery Co. leads the branded ambient bagel category with 57.8 per cent market share, growing value by 32.9 per cent year-on-year, ahead of the category at 25.9 per cent, to £82.2m.
