Influencer PR campaign Case Study | New York Bakery Co.

New York Bakery Co.

Create a stand out PR and digital campaign for the busy New Year period, positioning bagels as healthy, tasty and convenient and breaking public perception that bagels (and carbs!) are unhealthy.
Winner of The Grocer’s “Top Campaign Awards - Bread”

The Story

Health is a minefield at New Year – consumers are bombarded with different messages – detox, no carbs, dry January – it’s easy to get lost.

We identified an existing online trend – #BuildUpBagel – and decided take ownership.

Already a NYBCo fan – and #BuildUpBagel champion – Joe Wicks, aka The Body Coach, was on the cusp of stardom and the perfect partner.

Our strategy was to link up with Joe to execute a New Year #BuildUpBagel campaign eradicating myths around bagels being unhealthy, urging the nation to embrace carbs, sweat it out at the gym and reward their efforts with a Build Up Bagel!

The campaign kicked off in January and included content creation, blogger outreach, news generation, a digital ‘Build Up Bagel’ planner, social media promotion and an exclusive HIIT workout session hosted by Joe for handpicked influencers in his newly refurbished office, which was followed by a Build Up Bagel feast.

Joe shared live content across his channels and produced five bagel based ‘Lean in 15’ videos using #BuildUpBagel. He even created a NYBCo bagel hunt on Snapchat to find his favourite bagel shop in New York, which was viewed 70,000 times.

The Results

Client Feedback

“Richmond Towers’ creative approach and strategic thinking was exceptional and the campaign results have been incredible.” Karen Revel-Chion, Marketing Consultant at New York Bakery Co


Instagram Increase

1000% increase in NYBC’s Instagram followers


Social Media Reach

26,000,000 consumers through social media alone