New York Bakery Co is sponsoring Friends in its first major TV tie-up.

Six TV idents will air over the next three months at the beginning and end of each Friends episode on Comedy Central and Comedy Central Extra.

An exclusive recipe collection – The Free Spirit, The Big Eater, The Divorcee, The Joker, The Neat Freak and The Shopaholic – inspired by the characters of the show has also been created by the brand.

Supported by PR and social media, the summer push will see a “weekly recipe reveal and a fun challenge” to helps users guess the character inspiration behind it.

“This is one of our biggest-ever activations and provides the perfect vehicle to showcase the authentic New York roots that make our brand unique,” said Christina Honigfort, head of marketing at New York Bakery Co.

“Our exclusive new recipe collection, as captured in our idents and social media content, will broadcast our tasty, versatile range of boiled and baked bagels into millions of homes each week.”

New York Bakery Co has also partnered with Comedy Central’s FriendsFest, which returns for a Friends 25th anniversary tour this summer.

The four-city event, which starts in Manchester on 2 August and finishes in London on 29September, will give festival-goers the chance to participate in photo experiences, such as taking a seat in Monica’s apartment or playing football at Joey and Chandler’s, as well as trying bagel recipes from the TV ads.