New York Bakery Co.

A unique advertising property for an FMCG brand.

New York Bakery Company is the market leader in its category. But with Warburtons launching its own line of bagels, the brand was faced with a new competitor with a much larger media spend.

Our strategy was built on New York City bagel culture to reinforce that there’s only one way to make a bagel, and that’s the New York way. We introduce our new hero, George, a wise New Yorker full of passion and charm, to bring to life the authenticity of the brand. He reminds anyone who will listen that when it comes to bagels it’s New York or Nothin’, a brilliantly concise idea that is at the heart of this bold new integrated campaign.