NEW YORK BAKERY

MOVING OUR BAGELS FROM A WEEKEND BRUNCH, TO A WEEKDAY STAPLE

AKA – BIG BREAKFASTS, FOR BIG CHARACTERS, STRAIGHT OUTTA THE BIG CITY

What we loved

Creating a campaign that simultaneously drove penetration, frequency and market share by taking on toast – the most boring of UK breakfast staples.

How we got there

We spotted an opportunity in the data – moving bagel consumption from a weekend brunch for people with no kids, to a weekday breakfast for families. This would drive penetration AND frequency – more hungry mouths to feed and more days in the week – all while continuing market share driving activities that sat under our New York or Nothin’ brand platform. 

To nail this shift in occasion and audience, we had to do proper ethnographic research. It illuminated the chaotic nature of family weekday breakfasts. To win we needed to be seen as a big breakfast (more filling and fun), for big characters (chaotically breakfasting kids), straight out of the Big City (with authentic New York credentials that make us the obvious choice).

What better way to make our mark on the breakfast occasion than to take on the most famous, most iconic of UK breakfast staples – toast. It’s what challenger brands do.

Cue: our Toast Of New York campaign; designed to demonstrate the pride of New York breakfast time.

WHAT IT CHANGED

This campaign firmly established NYBCo. as a breakfast staple, unlocking 15m new breakfast occasions – making bagels an everyday choice and reinforcing brand loyalty.