New York Bakery, the UK’s number one bagel brand[i], is returning to TV and BVOD nationwide following the success of its biggest marketing campaign since 2020.
Building on strong momentum from 2025, the relaunch of its ‘Bakes You There’ campaign will run from the 2nd February until 14th April alongside popular programming, including ITV2, E4, Film4 and Sky News, delivering more than 31 million impressions.
The 30” film centres on Lisa, a young girl who is transported to the streets of New York after taking a bite of her breakfast bagel, before being brought back to reality by her mum’s familiar call. Light-hearted and humorous, the creative plays on the escapism of great taste, using a playful twist on the unmistakable intro to ‘New York, New York’ to bring the brand’s Big Apple credentials to life.
Targeted at busy households, the campaign taps into the everyday breakfast rush and the small moments of enjoyment within it, reinforcing the idea that even a simple bite can elevate the ordinary. Relaunched for a second consecutive year following strong levels of customer engagement and recall, the campaign highlights the brand’s continued investment in the category and its commitment to maintaining its position as the market leader in bagels.
Claire Kong, Marketing Director at New York Bakery, says: “Following the strong performance of our 2025 activity, which drove meaningful in-store engagement and strengthened brand visibility, we’re delighted to return with ‘Bakes You There’ for a second year in 2026. As the UK’s number one bagel brandi, we remain committed to investing in activity that drives awareness at scale and keeps New York Bakery front of mind with shoppers.
“The campaign celebrates the escapist power of food, bringing the taste of authentic New York-style bagels to life and showing how a single bite can whisk everyday Brits to the Big Apple. By pairing fun and fantasy with relatable, everyday breakfast moments, the creative reinforces our New York heritage while connecting meaningfully with busy households across the UK.”
With its soft and chewy texture, bold flavour, and satisfying freshness made the authentic way – boiled and then stone baked – the New York Bakery range includes The Original, Cinnamon & Raisin, Sesame, Red Onion & Chive, Wholemeal, Everything!, Protein Boost, Fibre Plus, Lighter and Gluten Free Original Bagels.
The range also features New York Bakery NYC Subs, big, bold and bursting with flavour, with a unique soft-inside and chewy-outside texture that mirrors the iconic New York deli experience. Available in three flavours, Original, Italian Style Herb and Roasted Onion.
[i] Circana Unify – Total Market – Total Ambient Standard Bagels – Latest 52/12w/e to 24.01.2026
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