Intercourse and the Metropolis. Broad Metropolis. Saturday Night time Stay and The Satan Wears Prada. What do all of them have in frequent, moreover serving as iconic popular culture representations of New York Metropolis?
Sooner or later, all of them featured one other New York Metropolis icon: Magnolia Bakery. Established in 1996, the store has exceeded native reputation to develop into a nationally acknowledged metropolis marker virtually as identifiable as Central Park or Broadway.
Nationwide delivery has additionally carried out 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 Huge Apple—a incontrovertible fact that underscores the model’s first-ever nationwide TV spot titled “The New Yorkers Are Coming,” debuting right now.
Made in collaboration with artistic 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 slightly 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 advised Adweek. “It’s an honor and pleasure to assist them go nationwide.”
Particular supply
Although it has been delivery 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 short-term store closures and the sharp decline in journey. Goldbelly, an ecommerce web site devoted serving to native eating places ship their favored objects nationwide, was additionally key in driving up curiosity.
Now, at the same time as bakeries are again and operational, the model continues to lean into the potential of its delivery choices—particularly with the vacations simply across the nook. The spot was additionally a approach to share the model’s refreshed identification on a bigger scale, which launched this previous Spring.
“We centered the message to focus on our nationwide supply throughout peak gifting demand to new shoppers outdoors of our dwelling markets,” defined Magnolia’s CMO, Eddie Revis. “We additionally infused the idea with the perfect of our model’s components like hottest merchandise and new identification to make sure the model wasn’t misplaced within the message.”
The desserts weren’t the one factor that the staff aimed to focus on. Revis famous that sustaining Magnolia’s New York roots was essential, even because the model eyes growth.
Stated Revis, “A core driver of the identification 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 artistic alternative to have a good time all of the personalities and desserts of our New York roots and introduce these parts to new shoppers outdoors of our dwelling market.”
“The entire shopper staff supported our scrappy, collaborative, and inventive strategy, and I believe all of us proved that you simply don’t want huge businesses 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 12 months.
