The brand, known for its bagels, has made a 'significant' investment in both its above- and below-the-line marketing activity for 2016. The overall initiative will star Joe Wicks, aka nutrition blogger The Body Coach who devised the Lean In 15 programme.
Further details on the experiential campaign, which is taking place in March, are currently under wraps, however Event has been told it will be based around the campaign theme of enjoying bagels as part of a healthy, balanced diet.
This will be complemented with activity across digital and TV. Agency Richmond Towers has been appointed to execute the PR and social aspect.
Karen Revel-Choin, head of marketing at New York Bakery, said: "The campaign marks the start of a huge year for New York Bakery. We have increased our marketing investment behind the brand this year, and our ambition is to grow sales substantially.
"Our New Year campaign will inspire consumers to view bagels as a tasty everyday addition to a healthy balanced diet. We’re delighted to be working with Joe, his fame is rising rapidly and he is already a huge bagel fan. He will help us to demonstrate how versatile New York Bakery bagels can be and that carbs are the fuel in our diets."
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