Every morning the bakers at Einstein Bros. pull more than bagels out of their ovens. They pull off a major surprise. Because in our carb conscious world, bagels aren't supposed to be this wholesome.
Warm, oven-baked goodness that's actually good for you? Holey Moly. That's news.
And that's the essence of the campaign I presented that won the business of one of America's best up-and-coming restaurant chains.
Rather than apologize for the bagel, we helped celebrate the many tasty innovative things the folks at Einstein Bros. do with them. We treated the bagel as a sacrosanct origin product that inspired all kinds of surprising things.
We even built bagels into the design of the tagline itself
which in turn inspired our entire aesthetic.
RADIO — when writing the campaign to launch their new low calorie Breakfast Bagel Thins, I positioned them as better for you than greasy/sugary breakfast options — and better tasting than diet breakfast options. We coined new word for it: thindulgent.
WINNER London International Awards
SPONSORS OF HOLEY MOLY EVERYWHERE — optical illusions using transit cling technology on
the sides of landmark buildings were recommended to create buzz and deliver the hole-some message.
We baked what we called their sacred "origin product" into all the brand's graphics.
US MAGAZINE PAGE TAKEOVER — we hijacked fast food banner ads.