New York Bakery Co. has today announced its first-ever headline TV sponsorship deal as part of a major new summer campaign designed to showcase its authentic New York roots and taste credentials. 

The UK’s leading producer of authentically boiled and baked New York style bagels will sponsor Friends on Comedy Central and Comedy Central Extra for three months starting 1st July with an exclusive new recipe collection inspired by the characters.

The key component of the fun new recipe line-up, which includes “The Free Spirit,” “The Big Eater,” “The Divorcee,” “The Joker,” “The Neat Freak” and “The Shopaholic,” is New York Bakery Co’s New York style bagel made the authentic way – boiled then baked for a true New York chew.

A total of six TV idents, one per recipe, will bring the line-up to life at the beginning and end of each Friends episode on Comedy Central and Comedy Central Extra, and around the advert breaks during episodes.

The idents will run alongside PR and social media content created to celebrate the brand’s sponsorship of Friends on Comedy Central and Comedy Central Extra, including a weekly recipe reveal and a fun challenge to guess the character inspiration behind it.

New York Bakery Co. has also partnered with Comedy Central’s FriendsFest, billed as the ultimate celebration of the world’s favourite TV show, as it returns for a special Friends 25th anniversary tour this summer.

The four-city tour starts in Manchester (2nd-18th August), before travelling to Bristol (23rd August-1st September), Milton Keynes (6th-15th August) and London (20th-29th September).

As well as enjoying exclusive 25th anniversary photo experiences, such as taking a seat in Monica’s apartment to playing foosball at Joey and Chandler’s, festival goers will be given the chance to tuck in to the bagel recipes from the TV idents at a new branded airstream inspired by the delis of New York.

This airstream is an extension of the bagel shop belonging to 82 year-old Edna, the woman who runs New York in the brand’s TVC.

Light-hearted messages such as “The optimist sees the bagel, the pessimist sees the hole” decorate the exterior, with a range of photo opportunities available to encourage festival-goers to share their Instagrammable bagels online.

Christina Honigfort, Head of Marketing at New York Bakery Co, said: “This is one of our biggest ever activations and provides the perfect vehicle to showcase the authentic New York roots that make our brand unique.

“Our exclusive new recipe collection, as captured in our idents and social media content, will broadcast our tasty, versatile range of boiled and baked bagels into millions of homes each week. What’s more, we’re calling on visitors to the 25th anniversary FriendsFest tour to visit us at our New York Bakery Co. outlet, where select items from the collection will be available on the menu to try.”

Peter Dale, Director of Business Development at Viacom, added: “It’s time for all Friends fans to say hello to our new 2019 partner New York Bakery Co.! We’re excited to see the brand showcase a range of great new recipes throughout the series and bring something new to FriendsFest visitors this summer.”

The announcement is part of a bumper period for New York Bakery Co. as it brings the real taste of New York to the UK this summer. The brand has just unveiled a nationwide on-pack promotion offering consumers the chance to win a limited edition bagel tin inspired by New York and designed to fit bagels or bagel thins for the perfect breakfast or lunch.

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