Giant 3D screens bring New York Bakery bagels to life

Grupo Bimbo UK-owned New York Bakery Co is aiming to take its brand to another level with a 3D “anamorphic” outdoor campaign, in which giant bagels appear to pop out of digital screens in a Transport for London first.

Breaking this week, the campaign will run on Global’s huge digital gateway screens above the escalators at London’s Waterloo and King’s Cross St Pancras underground stations.

The DOOH executions complement a £2m marketing campaign which also includes mass sampling , radio and video on-demand content, social and influencer activity.

The nationwide campaign, created by Recipe with media through EssenceMediacom, heralds bagels as the “The Toast of New York” and is designed to celebrate New York Bagels as the superior breakfast choice over toast.

Grupo Bimbo UK marketing director Christina Honigfort said: “This year’s campaign is very different and incredibly exciting as we are trialling new and innovative displays and technology to help the campaign have the greatest impact possible.

“Celebrating our new Toast of New York campaign with a truly integrated media mix, people are hopefully treated to some creative fun, which is very much what the New York Bakery Co brand is all about.”

Global commercial director for outdoor Chris Forrester added: “3D anamorphic supercharges brand campaigns on our digital outdoor estate and we’ve created stand-out opportunities for marketeers – screens in busy locations with viewing angles and high-quality definition that work brilliantly with anamorphic display.

“We’ve seen amazing designs come to life on Global screens already – including New York Bakery Co’s beautiful bagel campaign – and I’m looking forward to seeing what other brands will do.”

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