NEW YORKER BAGELS
Insight
After living in the constant hustle of New York, leaving for a quieter suburban life can feel like losing a piece of your identity.
Big Idea
Targeting people who are ex-New Yorkers. Living your whole life in New York and shifting to some random suburb can make people feel homesick, especially when missing that morning bagel.
HOMESICK NEW YORKER
OUR CAMPAIGN
Outcome
British Gen Z will have a reliable go to for fashion emergencies, helping them dress confidently and appropriately for work.
Reflection
By tapping into the emotional nostalgia of ex-New Yorkers, the campaign resonated deeply with the target audience, proving that sometimes, a taste of the past is all we need to feel at home again. The emotional appeal was a key driver in increasing engagement and orders
Next Steps
Building on this success, we can continue to leverage the emotional connection with a focused push on seasonal or limited-edition offerings. Creating gift boxes tailored for homesick New Yorkers could also serve as a unique marketing angle and build deeper brand loyalty.
SOCIAL MEDIA
#EXNEWYORKER