Hot Pickle brings New York Bakery Co. to FriendsFest 2019

Mark Johnson's picture
by Mark Johnson

New York Bakery Co. is bringing the authentic taste of boiled and baked New York style bagels to Comedy Central’s FriendsFest in the UK this summer. 

The airstream activation, created by London-based experiential agency Hot Pickle, will serve festival revellers in Manchester (until 18 August), Bristol (23 August-1 September), Milton Keynes (6-15 August) and London (20-29 September). 

The new look airtream has been re-designed, with its interior inspired by the authentic bagel shops and delis of New York.

Light-hearted messages such as “The optimist sees the bagel, the pessimist sees the hole” decorate the exterior of the airstream, with a range of photo opportunities available to encourage festival-goers to share their bagels online via social media sites such as Instagram.

Extension of TV sponsorship

The activity builds on New York Bakery Co’s sponsorship of Friends on Comedy Central. 

To celebrate its sponsorship, the brand has created six new recipes inspired by the characters. Some of these recipes, including The Big Eater and The Neat Freak, will be available to festival goers in search of a true taste of New York.

Christina Honigfort, Head of Marketing at New York Bakery Co, said: “We’re calling all visitors to the 25th anniversary FriendsFest tour to visit us at our exciting new airstream and experience the deliciously authentic chew of our bagels. 

“With Hotpickle’s creativity and expertise in this field they have re-vamped the airstream completely, and as great brand advocates they are managing it at each of the FriendsFest sites.”

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