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The promotion offers consumers the chance to “win the iconic NYC home grand prize” and will run across all packs of authentic boiled and baked New York Bakery Co. bagels for three months, starting 3 August.
The Friends-inspired grand prize features two lazy boy style 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.
Consumers will also be given the chance to win one of a thousand other prizes every week, including Hugsey toys, Friends aprons, Friends games, as well as New York Bakery Co. bagel tins and tote bags.
The on-pack promotion will be brought to life on-pack with New York iconography and the addition of the Friends logo.
The activity is part of a wider partnership deal that also sees New York Bakery Co. return to TV with a spot advertising campaign on Comedy Central, Comedy Central Extra, and Channel 5 throughout the summer.
The product range has 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 Friends characters.
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: “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.”
