New York Bakery Co.

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.