Bagel manufacturer, New York Bakery Co, has made Recipe its advertising agency of choice following a review of its account.
Prior to the appointment, independent agency Now worked with the brand for eight years.
Beating the likes of Quiet Storm in the pitch process, London-based agency Recipe will work with New York Bakery Co on its marketing strategy for 2023.
“Having met the team at Recipe, I see passion, pride in what they do, and a detailed focus on truly understanding brands which is the foundation for breakthrough strategy and creative,” New York Bakery Co head of marketing, Christina Honigfort said.
“Their fun, creative and bold strategies coupled with a great variety of skills ranging from strategy, creative to in-house production and media expertise, make them a perfect partner for the New York Bakery Co. brand.
“Having built strong relationships with our other agencies already, I am looking forward to sharing exciting new news.”
READ MORE: Aldi to pick one of two agencies amid a £60m media review
The brands most recent significant TV spot aired in 2017, showcasing a charismatic New York bakery store owner to the world.
Founded in the 1990s, the New York Bakery Co is part of the top 50 FMCG food and drinks brands in the UK.
Recipe managing director Ali Morgan added: “New York Bakery Co. is an incredibly successful brand already. But the team is relentless in its ambition for growth, and we love that.
“Their passion and energy was palpable and infectious throughout the pitch process and we’re incredibly proud to be given the opportunity to stand on the shoulder of giants and play our part in writing the next chapter in this beloved bagel’s brand story.”
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