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New York Bakery Co chooses JWT London for £3 million re-launch

New York Bakery Co chooses JWT London for £3 million re-launch

JWT London has picked up the £3 million advertising account for The New York Bakery Co without a pitch.

The New York Bakery Co prides itself on being the only commercial bakery to produce a range of bagels, made to an authentic New York recipe.

The brand is part of Maple Leaf Bakeries UK Ltd, Britain’s leading bagel manufacturer and number one in retail croissants and speciality breads.

JWT London has been tasked with re-launching the brand and its range of bagel products. The agency has been challenged with creating a 360 degree campaign that will feed into all areas of the re-brand.

The activity will include new pack designs which will launch in October 2010.

Simon Foster, marketing director, Maple Leaf Bakeries UK Ltd, comments: “We are excited by the opportunity to drive growth in the Bakery sector with a strongly differentiated brand proposition. We are keen to see JWT’s excellent work on the brand come to fruition.

"I am confident that the combination of innovative bakery products and JWT’s proven track record in leading activation of FMCG food brands with UK consumers will be a winning combination."

Simone Forster, business director at JWT London, adds: “We are delighted to be working with Maple Leaf. The New York Bakery Co is an iconic brand and it’s a great opportunity. Being involved from the very beginning of this project will allow us to really get immersed in the brand and to play an instrumental part in its development and re-launch.”

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