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

Despite its size, New York Bakery Company dominates the bagel sector. As firm market leader, setting its sights on growth meant not only growing share of market, but the bagel category as a whole. Given that the anti-carb movement was in full flow and the bread market was in decline, this was a big challenge. However, redefining their brand image and convincing a bread-buying audience that bagels were more versatile than they thought helped the New York Bakery Company fight off competition from a bakery giant, growing penetration by 18% and the bagel market as a whole by 27%. The campaign drove £3.5m of incremental profit for the brand and returned £1.16 for every £1 spent.