Context
With the cost-of-living crisis putting pressure on shopping baskets, New York Bakery Co. needed to give consumers a compelling reason to choose its bagels over the competition. The opportunity was to reinforce the value of authenticity – showing shoppers what makes a genuine New York-style bagel different, and why it deserves its place in the basket.
Strategic Insight
When every purchase is under scrutiny, brand preference needs to be earned. Rather than competing on price, we focused on what competitors couldn’t replicate: New York Bakery Co.’s authenticity. By educating consumers on what makes a proper bagel a proper bagel, we could turn the brand’s product credentials into a reason to choose.
Creative Concept
If it’s not from New York, it’s just a roll with a hole.
We recruited Bake Off’s David Atherton as New York Bakery Co.’s ‘Chief Authenticity Expert’, fronting an integrated PR, influencer and social campaign that made authenticity entertaining. Documentary-style content saw David reveal what to look for when choosing authentic food staples, led by a hero video and supported by insight-driven news generation. Bespoke social edits amplified the story across brand channels, while always-on influencers put David’s advice into action.
Full Colour
Result One:
Coverage that cut through
60+ high-quality editorial insertions across national, regional and consumer media
Result Two:
Content people watched
400K+ social video views, with a +35% engagement rate
Result Three:
Messages landed:
100% of coverage included the hero video and top tips