The New York Bakery Company's biggest-ever campaign transports viewers to New York to meet Edna, a charismatic 82-year-old Jewish woman who runs the city by fuelling its inhabitants with bagels.
Edna runs a bagel shop in Manhattan and is famous for her strong-willed and acerbic sense of humour. The brand’s agency Now cast her on location in New York, and additional videos show Edna giving her biting take on topics such as England, social media and yoga. The campaign supports a £4m investment in the brand including a package redesign, two product launches and a new bagel recipe. The films were created by Tom Devenport and Aubrey O’Connell, and directed by ThirtyTwo through Pulse.