Intercourse and the Metropolis. Broad Metropolis. Saturday Evening Dwell and The Satan Wears Prada. What do all of them have in frequent, apart from serving as iconic popular culture representations of New York Metropolis?
In some unspecified time in the future, all of them featured one other New York Metropolis icon: Magnolia Bakery. Established in 1996, the store has exceeded native reputation to grow to be a nationally acknowledged metropolis marker virtually as identifiable as Central Park or Broadway.
Nationwide transport has additionally completed its half to unfold the love, permitting Magnolia’s followers from everywhere in the nation to get pleasure from its well-known banana pudding, cupcakes and extra with out having to trek all the way in which to the Massive Apple—a incontrovertible fact that underscores the model’s first-ever nationwide TV spot titled “The New Yorkers Are Coming,” debuting right this moment.
Made in collaboration with inventive studio Public Show of Affection and produced by Visible Nation, the 15-second spot options animated variations of Magnolia’s famed treats arriving to a house kitchen away from New York. Regardless of being quite far “off Broadway,” as one awed cookie quips, the snacks nonetheless really feel as if they’ve arrived.
“Magnolia Bakery is such an iconic New York model,” PDA co-founder and inventive director David Yankelewitz instructed Adweek. “It’s an honor and pleasure to assist them go nationwide.”
Particular supply
Although it has been transport its cupcakes since 2012 and banana pudding since 2017, Magnolia’s supply providers noticed a surge in curiosity through the pandemic when it opened itself to same-day drop-off to close-by residents in response to momentary store closures and the sharp decline in journey. Goldbelly, an ecommerce website devoted serving to native eating places ship their favored objects nationwide, was additionally key in driving up curiosity.
Now, whilst bakeries are again and operational, the model continues to lean into the potential of its transport choices—particularly with the vacations simply across the nook. The spot was additionally a solution to share the model’s refreshed id on a bigger scale, which launched this previous Spring.
“We targeted the message to focus on our nationwide supply throughout peak gifting demand to new shoppers outdoors of our house markets,” defined Magnolia’s CMO, Eddie Revis. “We additionally infused the idea with one of the best of our model’s components like hottest merchandise and new id to make sure the model wasn’t misplaced within the message.”
The desserts weren’t the one factor that the crew aimed to focus on. Revis famous that sustaining Magnolia’s New York roots was essential, even because the model eyes enlargement.
Stated Revis, “A core driver of the id was staying true to our New York Metropolis heritage and DNA, the place the model first began on a quaint nook within the West Village. Utilizing the medium of TV allowed us a inventive alternative to have fun all of the personalities and desserts of our New York roots and introduce these components to new shoppers outdoors of our house market.”
“The entire shopper crew supported our scrappy, collaborative, and inventive method, and I believe all of us proved that you just don’t want large companies or big advertising groups to make nice work,” added Yankelewitz.
“The New Yorkers Are Coming” will stream throughout platforms like Hulu, Paramount+, YouTube, NBCUniversal, FX, Hallmark, Bravo, ABC, CBS and extra via the tip of the yr.
