Philly x NYB

Client: Philadelphia

Brunch is booming and deeply loved, yet Philadelphia’s association with the occasion was minimal, leaving significant headroom for growth. Insight revealed that brunch decisions are not made in the cheese aisle, meaning Philadelphia was absent at the key moment of inspiration. To unlock growth, the strategy tackled the barrier at its root: the store environment.

Publicis brokered a high‑stakes partnership with New York Bakery Co., the UK’s number one bagel brand, and carefully nurtured the relationship to ensure it worked both commercially and culturally. This alliance enabled Philadelphia to break out of the cheese aisle and dominate the bakery aisle, securing a share of brunch baskets while educating shoppers that Philadelphia and bagels belong together. A full‑funnel retail media solution connected online and offline touchpoints. Nectar and Dunnhumby first‑party data identified bagel shoppers at home, while DOOH placements guided them on the final stretch to store. Co‑branded, cross‑aisle placements drove discovery across bakery and cheese aisles, and Sainsbury’s SmartShop and sponsored online ads converted inspiration into purchase. The results demonstrate the strategy’s impact. Philadelphia delivered double‑digit lifts in brand and occasion consideration, a 13‑point increase in taste and quality perception, and 33,700 incremental sales. Philly and New York Bakery Co.