The New York Bakery Co. has launched ‘an Unexpected Summer Romance’ campaign that sees bagels and topping ingredients getting saucy together in a trilogy of romance novels.
Inspired by 1940s melodramas, the campaign from Now tells the stories of intimate affairs between toppings and bagels through romantic storytelling, in a bid to position the bagel as a summer sandwich. Briefed with showing 'what summer looks like on a bagel,' the novels, which will appear as print executions, are entitled ‘A Strawberry Seduction’, ‘An Avocado Affair’ and ’The Burger Infidelity’.
“Doing work you love with brave clients – it doesn’t get much better,” said Remco Graham, executive creative director at Now. “Writing these three books has been a right laugh. A Burger Infidelity, An Avocado Affair and A Strawberry Seduction. We’ve had the whole agency sniggering along with the client.”
The books were printed and then photographed for the ads, which will run primarily across women's magazines such as Marie Claire and Woman & Home.
Later this summer, New York Bakery Company has planned a social campaign where unsuspecting people will be read passages from the novels.