New York Bakery co.
Challenge
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 10 times the media budget and A-listers like Robert de Niro in the ad.
We had to punch above our weight.
Insight
Our audience values the authenticity of bagels, and only the New York Bakery Co bagel is boiled and baked the New York way.
Firestarter Idea
A challenging authenticity claim. A clear brand idea that translated into TV. Delivered by a street-cast octogenarian New Yorker - Edna - with the wit and sass of a genuine New Yorker.
Impact
We defended authentic New York against the British bagel invasion. Edna gave New York Bakery the highest brand cut-through they’d seen since 2012. Perhaps unsurprisingly, given 95% of tracking respondents remembered Edna. After just one month’s activity, spontaneous association of bagels with New York Bakery jumped 5%.
Most importantly of all, NYB retained market share (with their value growing as the market grew) despite increased competition.
Share
A taste of New York
New York Bakery Company was the market leader in its category. But with Warburtons launching its own line of bagels, the brand was faced with a new competitor with 10 times the media budget and A-listers like Robert de Niro in the ad. We had to punch above our weight.
Business Objectives
Disciplines
Sector
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