New York Bakery Co launches new on-pack promo partnering with Friends

Leading bagel brand New York Bakery Co has unveiled a major new on-pack promotion in partnership with hit television show Friends.

The UK and Ireland promotion will run across all packs of New York Bakery Co bagels for three months, starting 3 August.

Cosnumers will have the chance to ‘win the iconic NYC home grand prize’, with a total of three grand prizes to be given away at the end of the promotion.

Inspired by Friends, the prize features two lazy boy style chairs, a foosball table, a coffee machine, an apothecary table, a state-of-the-art telescope and a selection of the latest kitchen gadgets and utensils.

On top of the grand prize, consumers will also be given the chance to win one of a thousand other prizes every week, including Hugsey toys, Friends aprons, Friends games as well asmon ey-can't-buy New York Bakery Co bagel tins and tote bags.

The promotional packs will feature New York iconography and the Friends logo — a first for the brand. Off-pack, the distinctive yellow picture frame that is such an iconic symbol from the show will also be featured to grab attention for both Friends fans and bagel lovers alike.

The activity is part of a wider partnership deal that also sees New York Bakery Co return to TV with a spot advertising campaign on Comedy Central, Comedy Central Extra and Channel 5 throughout the summer.

The product range have also been promoted via TV idents aired during reruns of Friends on Comedy Central and Comedy Central Extra.

Debuted last year, the partnership had then reached one in five individuals in the UK with increased brand awareness among the Comedy Central audience.

Christina Honigfort, head of marketing at New York Bakery Co, said: “You don’t get more New York than bagels and Friends and this is our way of bringing a taste of the city to the UK. With all the activity we have planned in the coming months, we’ll be sure to take our messages around taste and authenticity far and wide to millions of shoppers each week.”

All activity will be supported by PR and influencer marketing as well as a dedicated social media campaign to raise awareness and engagement.

To be in with a chance of winning, consumers simply visit the designated microsite www.nybco-bringithome.com and enter the unique code on their five-pack of New York Bakery Co bagels by the closing date of 15 October 2020.