New York Bakery Co.

A unique advertising property for an FMCG brand.

The New York Bakery company is the market leader in its sector. But with the recent launch of Warburton’s bagels, the brand now has a serious competitor with a 4x bigger media budget.

Our strategy has been to reinforce the authenticity of our bagels which are cooked the New York way. Introducing Edna, a ballsy, unpredictable New Yorker to give the brand a brilliantly unique and highly effective integrated idea that punched way above its weight.

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