Description
New York Bakery, the market leading bagel brand, is returning with a light hearted new TV and social campaign showcasing how a bite of its authentic New York-style bagels can whisk you away to the Big Apple.
The campaign’s platform ‘Bakes You There’ dramatises the escapist power of food by transporting everyday Brits into spontaneous New York fantasies - but always bringing them back to moments that matter.
The 30” film introduces Lisa, a young girl in a sports kit about to enjoy her breakfast bagel at home. As she takes a bite, her imagination transports her to the bustling streets of New York. The unmistakable instrumental intro to ‘New York, New York’ swells and creates anticipation but it’s not the iconic voice of Sinatra that follows. It’s an even more familiar and familial voice, with slightly more mundane lyrics asking “Lisa, where are your shoes?”.
Reality slowly creeps back in for Lisa as she snaps out of her New York revery and back into her kitchen. Lisa’s Mum good-naturedly hurries Lisa out of the house but not before Lisa cheekily dashes back to grab her bagel.
The creative was developed by Recipe, with production by Friend and direction by Lachlan Dickie. The campaign launches on 22nd May across TV, BVOD and social until September.
This professional campaign titled 'Bakes You There' was published in United States in May, 2025. It was created for the brand: New York Bakery Co., by ad agency: Recipe. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 30 days ago.
Credits
Creative & Production Agency: Recipe
Executive Creative Director – Dan Jacobs
Deputy Executive Creative Director – Michael Plumridge
Senior Creative - James McComb
Head of Client Services – Adrian Ash
Account Director – Evie Thomas
Account Manager – Izzy Dry
Head of Planning – Dom Roe
Planner – Jonny Pein
Head of Design – Ben Longden
Designer – Niamh Tulley
Motion Designer – Calvin Wocke
Producer – Alex Kemp
Agency Producer – Anni Dawson
Production Company: Friend
Director: Lachlan Dickie
Media Agency: PHD Manchester
