New York Bakery Co: The Bagelizza

The challenge

National Bagel Day is important for the brand with the NYC heritage. However it also fell on National Pizza Day, which is important to… everyone! So how could we make stand out noise to get the brand noticed?

The solution

A hijack of Pizza day with our hybrid take on things. We worked with the NYB bakery team to create bagel ‘bases’ for pizzas, which were a lot larger than your normal bagel. Partnering with independent pizza shop Mulberry Street to top, bake and deliver the UKs first ‘Bagellizzas’ to media and consumers – the Bagellizza topping was inspired by the classic New York Reuben.

The impact

  • Clever product development, video content creation, and social hijacking of hashtags delivered brand results and talkability.
  • A media coverage OTS of 216m
  • The campaign was awarded one of the Grocer magazine’s ‘19 for 19’ favourite PR executions