Home > News > Content Partnerships > Bring It Home! New York Bakery Co. Launches Major New Nationwide On-pack Promotion in Partnership with Hit TV Show, Friends
Following a hugely successful activation campaign in 2019 and a Comedy Central headline TV sponsorship from April-June this year, both brokered by Sky Media and MediaCom, the brand has revealed the details of the next phase of its 2020 partnership.
The promotion offers consumers the chance to “win the iconic N.Y.C. home grand prize” and will run across all packs of authentic boiled and baked New York Bakery Co. bagels for three months, starting 3rd August.
The distinctively New York themed and Friends-inspired grand prize features two lazee boy 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. Each element within the ‘Home Grand Prize’ bundle links to a character from the show, with a total of three grand prizes to be given away at the end of the promotion.
On top of the grand prize, consumers will also be given the chance to win one of a thousand other prizes every week, including Hugsie toys, Friends aprons, Friends games as well as money can’t buy New York Bakery Co. bagel tins and tote bags.
The on-pack promotion will be brought to life creatively on-pack with New York iconography and the addition of the Friends logo – a first for the brand. Off-pack, the distinctive yellow picture frame that is such an iconic symbol for the show will also feature to grab attention for both Friends fans and bagel lovers alike.
The activity is part of a wider partnership deal with Sky Media, which also sees New York Bakery Co. return to TV with a spot advertising campaign on Comedy Central and Channel 5 from 10th August throughout the summer, further driving brand awareness and association with the hugely popular cult show.
The product range, including favourites such as The Original and Cinnamon & Raisin, have also been promoted via TV idents aired during reruns of Friends on Comedy Central and Comedy Central Extra. The idents feature a recipe collection inspired by the characters from the show.
All activity will be supported by PR and influencer marketing as well as a dedicated social media campaign to raise awareness and engagement.
Christina Honigfort, Head of Marketing at New York Bakery Co., said: “Recent events have meant that we’ve all been spending more time at home. With our unique on-pack promotion in partnership with Friends, we want to offer consumers the chance to win something extra special, and fun, for their home – an iconic grand prize we hope they will love as much as we do.
“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.”
The 2020 campaign comes on the back of a hugely successful debut for the New York Bakery Co. and Friends partnership last year where the campaign:
Reached one in five individuals in the UK
Increased brand awareness among the Comedy Central audience by 10% – with 50% spontaneous recall[1]
The advert recall was 42%[2], which is the average for a sponsorship on air for 9-12 months, so a strong result after a 3 month sponsorship
There was also a 20% increase in viewers agreeing with the statement that New York Bakery Co. offers the real taste of New York[3], demonstrating the positive effect the sponsorship had and the authentic connection between the two brands
Rob Poderoso, Acting Director of Advertising Partners at Sky Media said: “There’s no denying that Friends remains hugely popular and continues to find a new generation of fans, proven by recent figures showing a YOY viewing growth of 37% on Comedy Central during a time when our viewers needed some laughter and light-hearted cheer! On behalf of our media partners Channel 5 and Comedy Central, we are delighted to continue to work on a great partnership between New York Bakery Co. and Friends, and look forward to seeing how the next phase of the collaboration unfolds.”
On-pack promotions perform well for the New York Bakery Co. brand. Following a promotion in 2019, which gave consumers the chance to win a limited edition bagel tin, 25% of consumers viewed the brand more favourably as result and 97% would purchase New York Bakery Co. in the future if a similar promotion ran.
To be in with a chance of winning, consumers simply visit the designated microsite and enter the unique code on their five-pack of New York Bakery Co. bagels by the closing date of 15th October 2020.
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