BAGEL BITES
experiential campaign
Background
The Goal
To bring the BagelBites brand back to the prominence it experienced in the 90's and early 2000's and to reposition Bagel Bites as a staple for younger audiences.
The Issues
BagelBites, in the last decade and a half, has lost a lot of popularity largely due to a rise in competitive ready made pizza foods that come from brands that position their products as organic and healthy. We know we can't convince Millennials that BagelBites is now sitting at the apex of health, and we know that Millennials hold health and wellness as a one of their top priorities.
Discover the Why
Bagel Bites History
Bagel Bites Marketing
Bagel Bites Today
Ready Made Food
Category research
Competitor
Category research
Frozen Food & Pizza
Category research
Social Listening
Social Listening
Social Listening
THE Situation
By understanding the history of BagelBites, their marketing tactics, what's going on in the category, and how people were and are interacting with the brand and category; it helps us define a communications strategy that feels authentically BagelBites and effectively targets their audience in a way that would likely bring them back to prominence.
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Here's what we found:
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While BagelBites is an internationally renowned brand, their social presence was virtually non-existent.
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Gen-Z and Gen Alpha have an affinity for the maximalist 90's /2000's style.
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Millennials are yearning for a simpler time, their childhoods.
Empower The team:
our research found . . .
Millennials= Nostalgia
Gen Z & Gen Alpha= Faux-stalgia
Throw-back culture has seen real success across industry.
BagelBites is a Millennial
Which lead to these solutions
Bring relevance & vitality back to the Bagel Bites brand via a ‘90s themed experience — in hopes of making Bagel Bites consumers’ #1 choice of snack.
Elevate the brand
The Bagel Bites Habitat
a one-room 90s-themed immersive popup
Managing the Project
Client:
Bagel Bites
Sekayi
Strategic & Creative Team
working with the CLIENT:
1. Establish a Strong Relationship
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2. Develop a Comprehensive Strategy
3. Execute and Optimize the Campaign.
Working with the Team:
1. Goal-Setting and Tracking:
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set measurable goals
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Monitor and track goals via monday.com
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Assign tasks and develop a comprehensive SOW fro each team member.
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2. Team Dynamics:​​
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Set team operating standards
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Systemize collaboration.
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3. Execution and Optimization.
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Organize production schedule
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Organize post production roll out.
What does this all mean?
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BRAND VALUE
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- BagelBites re-establishes themselves as a quintessential part of 90's culture, thus leveraging nostalgia as the push to bring in old consumers and new.
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BagelBites not only gets to reconnect to their original customer base in a way thats deeply authentic to who they are as a brand, they can also give an authentic 90's experience to the latter generations who wish they were there.
Sabrina Khan
art Director
Hanako SuzukI
Copywriter
Sekayi Williams
Strategist
BELLA SANTANA
RESEARCH LEAD
JOUR'DAN NTEBU
RESEARCH LEAD
