new york bakery

baked proud

meet the bakers behind the yellow box

Over the last 50 years, the bakers at New York Bakery have poured endless craft, pride and passion into their garlic bread. So imagine their surprise when they found that people only knew them as the "yellow box brand." To raise brand recognition, we launched "Baked Proud."

With over 4 million YouTube views in the first 3 weeks, we introduced bread lovers to the bakers behind the yellow box and transformed a product into a story.