Job to be done

Put New York Bakery Co. (NYBCo.) bagels front and centre of the breakfast occasion. Only New York bagels will do. 

Strategic approach

Double down on what makes the brand unique in its category – New York – and how to start the day right – with an authentic, boiled and baked New York bagel.

Creative Campaign

New York Or Nothin’: a cross-channel campaign kick started by an influencer bagel breakfast hosted by Miquita Oliver and culminating in an experiential event for consumers – NYBCo.’s Bagel Breakfast Block Party in the heart of London. Always on social running throughout the campaign period and earned media bursts around the evolving breakfast habits of Brits to further deliver reach and relevance.


Over 130 pieces of editorial spanning key national, broadcast, regional and trade media plus significant reach and engagement on social media. Over 350 consumers over the two-hour breakfast event; an influencer reach of 274k across 84 items of content, with average engagement levels of 3%. 8.8 million OTS total. NYBCo. continues to be the number 1 bagel brand and its usage within breakfast occasion has increased.