Creating a campaign that simultaneously drove penetration, frequency and market share by taking on toast – the most boring of UK breakfast staples.

To get there we saw an opportunity to shift bagels from a weekend brunch option to a weekday breakfast for families, increasing both reach and frequency.
Research showed that family breakfasts are often chaotic, so the focus became positioning bagels as a filling, fun choice that fits into busy mornings.

Leaning into its New York roots, we took on toast - the UK’s classic breakfast staple with a challenger mindset. This led to the “Toast of New York” campaign, celebrating bold, authentic, big-city breakfasts.

This campaign firmly established NYBCo. as a breakfast staple, unlocking 15m new breakfast occasions – making bagels an everyday choice and reinforcing brand loyalty.