Meet the woman who runs New York

Edna, the woman who runs New York

New York Bakery Co. has unveiled its biggest campaign since it was founded in the 1990s as part of a £4m investment in the brand.

Building on the bagel manufacturer’s ‘Taste of New York’ positioning, the new multi-channel campaign has been specially designed to make New York and bagels synonymous amongst UK consumers. It features several key elements, including a return to TV, a brand redesign, NPD and a new bagel recipe.

The 30″ TV ad, scheduled to air nationally on September 18, introduces the UK to Edna (pictured), ‘The Woman Who Runs New York’. In the fast-paced ad, the audience is transported into the sights, sounds and buzz of the city as Edna makes the bagels that fuel the people of New York. The ad will also feature on digital and social media channels.

Packs featuring the brand redesign are already rolling into stores nationwide. Tim Barkey, Marketing Director at New York Bakery Co. said: “We have a strong new logo that maintains a classic US feel but in a fresher, cleaner style. The recyclable film has been redesigned so that the bag is a tighter fit to ‘look better on shelf,’ and the packs feature a range of specially selected secondary colours and fonts to clearly differentiate between products. The result is a confident, modern, single-minded brand.”

The campaign is concluded with the launch of the new New York Bakery Co. Everything Bagel (RSP £1.60 for five bagels) made with sesame, poppy, onion and garlic. The brand has introduced new enzyme technology and a high-quality protein flour which Barkey said “delivered a bigger, better bake”.