Cobs Bread breaks bagel campaign
By Derek Winkler
Bakery chain Cobs Bread has begun a campaign to coincide with National Bagel Day on Jan. 15. The campaign, which will run until Feb. 17, focuses on two ways to pronounce the word “bagel.” Participating retail locations will display signs encouraging consumers to enjoy bagels however they say the word. The campaign also includes an online video, out-of-home advertising and social media advertising on Spotify, Reddit, TikTok and Instagram. In addition, the company is conducting an in-store giveaway of a free bagel to the first 25 consumers to specify their pronounciation. The campaign was developed by Rethink, with media support from Epitaph.
“At Cobs, we’re all about celebrating and fuelling our obsession with bread,” said Peter Furnish, vice-president of marketing at Cobs Bread. “We love bread in all its forms, and pronunciations. Canadians, we see you. Whatever you call them, bayguls or baggles, we have them.”