New York Bakery is showcasing how a bite of one its bagels can help transport people to ‘the city that never sleeps’ in a light-hearted new campaign.
Developed in partnership with creative agency Recipe, the work will form part of the ‘Bakes You There’ brand platform, which aims to dramatise the “escapist power of food.”
The 30-second spot sees a young girl names Lisa enjoying a New York Bakery bagel in her kitchen before a football match; as she takes a bite she is whisked away to the Big Apple, serenaded by Frank Sinatra’s ‘New York, New York’.
“We know that great food has the power to transport us. With ‘Bakes You There’, we’re showing how even a simple moment wherever or whenever it happens can spark a little escapism,” said Claire Kong, marketing director at New York Bakery.
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“This campaign captures that idea with warmth, bringing the bold spirit of New York to everyday life here in the UK.”
With production by Friend and direction by Lachlan Dickie, the campaign will run across TV, broadcaster video-on-demand and social media through to September. Media planning and buying was handled by PHD Manchester.
Adrian Ash, head of client services at Recipe, said: “With this campaign we wanted to evolve the brand’s sharp New Yorker spirit into something that’s still bold, but also inviting.
“The warm connection between mother and daughter in this film places a New York Bakery meal in the heart of the gentle chaos of everyday life whilst also tapping into the magic of the authentic New York experience it evokes,” he added.
