New York Bakery Co. creates romance novel trilogy where bagels and toppings are a match made in heaven


Inspired by 1940s melodramas, the campaign from Now tells the stories of intimate affairs between toppings and bagels through romantic storytelling, in a bid to position the bagel as a summer sandwich. Briefed with showing ‘what summer looks like on a bagel,’ the novels, which will appear as print executions, are entitled ‘A Strawberry Seduction’, ‘An Avocado Affair’ and ’The Burger Infidelity’.

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