DIFFERENTIATING THE UK’S NO.1 BAGEL BRAND FROM ITS COMPETITORS BY REINFORCING ITS IDENTITY AS THE LEADER IN QUALITY AND AUTHENTICITY.
AKA – IF IT AIN’T FROM NEW YORK, IT IS JUST A ROLL WITH A HOLE
What we loved
A strategic pivot to take on fake bagels in a uniquely bold, confident, and BS free New York way.
How we got there
The cost of living crisis had made people reconsider a lot of their brand name shopping choices, especially in the bread aisle where the cost of wheat had soared. People were trading down to own label options and cheap branded copycats. You can’t blame them In many categories the difference is pretty negligible. But that is not the case for bagels.
Why? When it comes to authentic tasting NYC bagels, you have to boil the dough first, and then bake it after. It is what gives it its signature NYC chew. Tough on the outside and soft in the centre. A bagel with a bit of bite. And we are the only bagel maker that make it this way – therefore we are the only authentic tasting NYC bagel.
Our job became simple. To make us feel irreplaceable and inimitable. To convince them that only a NYB bagel can give you an authentic bite of the big apple; and that oh so needed signature chew.
