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.

Find out more on Recipe.