Robert DeNiro battles Warburtons in GoodBagels

Warburtons is constantly diversifying its portfolio of baked goods. When they decided to enter the bagel market, they were facing nothing short of a monopoly from New York Bakery. Our challenge was to get them, the UK’s largest bakery brand.

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CHALLENGE 

Warburtons is constantly diversifying its portfolio of baked goods. When they decided to enter the bagel market, they were facing nothing short of a monopoly from New York Bakery. Our challenge was to get Warburtons, the UK’s largest bakery brand, to behave like a challenger brand and get a bite out of the big bagel.

SOLUTION

Warburtons had a clear ambition; to make the best quality bagel out there. But how could a traditional British brand lay claim to something that’s so intrinsically associated with New York? 
Our idea was to get one of the most iconic New Yorkers of all time, Robert De Niro, to dramatise the big apple’s outraged reaction at an English bakery beating it at its own game.
A 120 second advert features the ultimate mafia drama with all the best ingredients as Robert De Niro and his family of goons strive to become the new bagel bosses of Bolton, England. 

IMPACT

It’s early but goodBagels has already proved to be the most successful of our already blockbusting series of campaigns for Warburtons. 
Even before it went live on TV, our film had already taken social media by storm. Media coverage of the campaign was off the charts in the UK and across the pond.
Warburtons bagels are flying off the shelves. In less than a month, over half a million shoppers had bought them, with the overwhelming majority being new into the category – which suggests Warburtons will not only beat New York, but also grow the market.

“As an iconic New Yorker, Robert De Niro knows his way around a bagel so it’s great to have his seal of approval. We’ve spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread!”
Jonathan Warburton, Chairman of Warburtons


ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

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