Job to be done
Demonstrate the value of New York Bakery Co. bagels vs the competition in a cost-of-living crisis when space in shopping baskets is at a premium.
Strategic approach
Stand for and showcase authenticity, shouting the brand and product USPs from the rooftops! Focus on the superiority and irreplaceability of New York bagels, educating consumers on what to look for when buying into the category.
Strategy and creative campaign
If it’s not from New York, it’s just a roll with a hole. A fully integrated PR, influencer and social media campaign that enlisted Bake Off’s David Atherton as the brand’s ‘Chief Authenticity Expert’. Fun and educational documentary-style audio visual content – including a hero video – saw David educate viewers on what to look for when buying authentic food staples like bagels. The video launch was supported by insight-based news gen showing how important authenticity is to shoppers, and launched on social media the day the story was released to video news desks, with further support from our always-on influencers putting David’s advice into action.
Results
- A multi-media content package as a route in to key media
- Tailored social media content package including bespoke social cuts of the hero video
- Over 60 high-quality editorial insertions across national, regional and consumer press, including key nationals such as Daily Mirror, Daily Star and Daily Express
- 100% video and top tips inclusion
- Over 400k video views on social media
- +35% engagement rate
- 100% positive sentiment