New York Bakery Company: Unexpected Summer Romance by Now
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
The New York Bakery Company has launched ‘an Unexpected Summer Romance’ campaign that sees the brand create a series of romance novels with a twist.
The series stars New York bagels and various delectable food toppings having passionate, and at times illicit, encounters.
It is inspired by vintage romance novels, and tells the stories of intimate trysts between burgers and bagels, avocados and bagels and even strawberries, cream cheese and bagels.
They are titled ‘A Strawberry Seduction’, ‘An Avocado Affair’ and ’The Burger Infidelity’. Styled like 1940s escapist romance novels, they will also appear as a series of print executions.
The series hopes to inspire consumers to consider the classic New York bagel as a surprising but perfect summer recipe companion.
Brand New York Bakery Co
Client New York Bakery Co
Brief (in one line) The campaign celebrates bagels having a summer romance with summer foods. A series of novels tell the romantic tales of bagels meeting classic summer ingredients.
Media exposure Print, AV content
ECD Remco Graham
Creative Director Harv Bains
Creative team Sam Simmonds and George Coyle
Copywriter/author of the books Roger Morris
Head of Design Aaron Moss
Illustrator Sharif Tarabay
Planner Amelia Wood
Account Director Jack Howker
Account Manager Katy Stanage
Print Producer Callum Furminger
Media Print, AV content