The new school term means packed lunches again, and New York Bakery Co wanted bagels in the lunchbox. We built a broadcast PR campaign pitching bagels as a new and easy option for back to school, and a lunchbox-friendly alternative to traditional sandwiches, with stations offering listeners a year's supply of mini bagels as a prize. Alongside the on-air competitions we secured radio interviews, and the campaign delivered 37 items of radio coverage, 13 interviews and 24 on-air competitions, reaching 3.9 million listeners, including BBC Radio Devon, Panjab Radio and Northsound 2.
37Items of coverage (13 interviews and 24 on-air competitions)
3.9 millionCombined reach
3h 10mTime on air
Coverage highlights
BBC Radio DevonBBC radio
Panjab RadioOn-air competition
Northsound 2On-air competition
The story
New York Bakery Co, Back to School
The aim
New York Bakery Co wanted to raise awareness of bagels as a new and easy option for packed lunches at back to school time.
The angle
As the new school term began, stations offered listeners a year's supply of mini bagels as a prize, pitching them as a lunchbox-friendly alternative to traditional sandwiches.
The result
37 items of coverage (13 interviews and 24 on-air competitions) reaching 3.9 million, including BBC Radio Devon, Panjab Radio, Northsound 2.
About Back to School
Back to School is the broadcast moment at the end of the summer holidays, when families get children ready for the new school year. It covers uniforms, shoes, stationery, lunches, routines and costs. Most schools in England, Wales and Northern Ireland go back in early September, and in Scotland in mid-August. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Back to School for 2027?
Back to School next comes round in late August and early September 2027, with most Scottish schools returning in mid-August. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
