New York Bakery Co has unveiled what it claims to be its “biggest campaign since it was founded in the 1990’s”.

The campaign, which is part of its £4m investment in the brand, will comprise a new multi-channel campaign including a TV advert, brand redesign and NPD, as well as improved bagel recipes.

The move is designed to make New York and bagels “synonymous” amongst UK consumers.

The TV advert, which is set to be broadcast nationally on Monday 18 September, introduces Edna (pictured right) to the UK as ‘The Woman Who Runs New York’. The character is renowned for her “acerbic sense of humour” and showcases the bagels that “fuel the people of New York”. ‘The Woman Who Runs New York’ advert will be also be shown across digital and social media platforms.

“We needed a brand campaign that put bagels at the heart of the city and we found the perfect person to do just that,” said New York Bakery’s marketing manager Tim Barkey. “Edna is one of a kind, just like our bagels. By shining a light on her, we highlight just how much New York relies on bagels. The creative tested well in consumer research and now Edna is all set to give the UK a taste of life across the pond.”

Coinciding with the TV advert will be the New York Bakery’s brand revamp. The redesign has already rolled out into stores across the nation.

Meanwhile, the brand will also launch the new ‘Everything Bagel’ (pictured right), made with sesame, poppy, onion and garlic, priced at £1.60 for a five-pack. The brand said the new addition “further bolsters the core range of New York Bakery Co’s bagels”.