How New York Bakery Company used the power of New York to get people buying bagels

Flo Sharp

This case study explains how the New York Bakery Company grew sales by growing the bagel market in the UK, redefining its brand image to convince people that bagels are more versatile than previously thought.

How New York Bakery Company used the power of New York to get people buying bagels

Principal authors: Flo Sharp, NowContributing authors: Kate Waters, Now; Julia Black and Adam Bailey, Mediacom; Simon Cheshire, Howdo Research

Introduction

This is not a typical IPA Paper. The following paper will not document how a brand faced a bleak future that advertising helped it to overcome. What it will do is demonstrate the effect that advertising can have in helping a fledgling brand to grow and prosper in the face of challenges that would seem insignificant to bigger, household brands.

Even...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands