“Research told us that the bagel flavour most Britons wanted to try – by a long way – is cheese.” said NYB Marketing Director, Tim Barkey.
The campaign idea is to create a new language playing off the word cheesy – #SpeakCheesy. The media includes press, content, OOH, social media, and display. One of the pre-roll executions is a phone conversation between two characters called ‘Borisy’ and ‘Trumpsy’ speaking to each other across the Pond in the cheesy language; performed by impressionists John Culshaw and Lewis Macleod.
The campaign was created by Now Creative Director Harv Bains, Writer Juliet Kent and Art Director Clinton Harding.
The full campaign launches on September 19, and runs nationally in the UK.
Now’s ECD Remco Graham said: “New York Bakery is a great brand to work on, and the brief for Cheesy Bagels was a gift to come up with standout work.”