The UK's leading bagel brand has unveiled its most substantial marketing push in four years, combining television advertising with a comprehensive visual refresh that strengthens its Manhattan roots.

New York Bakery's "Bakes You There" campaign began broadcasting on 22nd May and will continue through September, reaching audiences across traditional TV, video-on-demand services, social platforms and digital channels. The initiative marks the brand's largest promotional effort since 2020.

The campaign's central concept revolves around food's ability to spark imagination and provide momentary escape. The featured advertisement follows Lisa, a young athlete preparing breakfast at home, whose first bite of bagel mentally transports her to New York's vibrant streets. As the familiar opening notes of "New York, New York" begin playing, viewers expect Sinatra's classic rendition but instead hear Lisa's mother calling about missing shoes – a gentle return to domestic reality.

"We know that great food has the power to transport us," explains Claire Kong, Marketing Director at New York Bakery. "With 'Bakes You There,' we're showing how even a simple moment, wherever or whenever it happens, can spark a little escapism."

The marketing expansion extends beyond advertising into strategic partnerships. New York Bakery has secured sponsorship of Channel 4 Breakfast programming, aligning with American content that complements the brand's transatlantic positioning. This six-month partnership, running from April through October, encompasses over 1,000 episodes and reaches approximately 12.5 million viewers.

Parallel to the campaign launch, the company has reimagined its packaging design to emphasize New York heritage more prominently. Updates include enhanced "bakery" lettering in the logo, drop-shadow typography inspired by Manhattan signage and increased prominence of the Statue of Liberty across all product lines.

"New York Bakery has ambitious and exciting plans with its highest ever UK media presence in the last five years," Kong notes. "In line with this, we have given the range a clear Masterbrand identity running from media and social through to packs and instore activity."

The brand's product range maintains its authentic preparation method – boiling followed by baking – across varieties including Original, Cinnamon & Raisin, Sesame, Red Onion & Chive, Wholemeal, Everything!, Protein Boost, Lighter and Gluten Free options.

This comprehensive relaunch positions New York Bakery to capitalize on growing consumer interest in premium breakfast options while reinforcing its connection to authentic New York culinary traditions.