A bagel with the words 'The Toast of New York' and a New York street in the background

Source: New York Bakery Co

Bagel brand New York Bakery Co (NYBC) has kicked off a £2m campaign targeting weekday breakfast occasions.

The new multi-channel campaign, which heralds bagels as the ‘toast of New York’,  celebrates New York bagels as the superior breakfast choice over the likes of toast.

At the heart of the marketing push is a video that debuted earlier this month. It stars George, the already established brand character which NYBC describes as an ‘authentic and straight-talking’ New Yorker.

It is also supported by activity across out of home and video on demand platforms. New signs celebrating bagels as the ‘Toast of New York’ will hit major commuter locations, including London’s Waterloo, to spread the message nationwide.

“The message behind our new brand campaign cuts straight to the point: enough with the toast,” said Christina Honigfort, head of marketing at New York Bakery Co.

“To encourage UK consumers to make the swap, we’ve brought our one-of-kind George back. This time, we’re showing his unrivalled and infectious passion for authentic, New York bagels from a different angle. His return to the spotlight – alongside our existing brand ad – highlights what a real breakfast is: New York bagels, the Toast of New York.”

A new partnership with Heart Radio’s Breakfast Show will follow. From 17 April, Jamie Theakston and Amanda Holden will broadcast from a New York-inspired studio daily, encouraging listeners to take part in a host of fun bagel-related challenges, with a family trip to the Big Apple to be won.

An on-pack promotion offering shoppers the chance to ‘Take On The Day’ by winning one of three family trips to New York at Christmas bolsters the campaign further. Social media, PR and influencers will complete the marketing support.

“Our message is clear: New York and bagels are synonymous, and perfect for weekday breakfasts,” added Honigfort.

She noted that the convenience trend if driving high demand for bagels as a mid-week morning meal, with Wednesdays and Fridays being the most common occasions where bagels are consumed.