The Bagel Bites brand is stepping up to the plate with its first advertising campaign since the 2000’s. The frozen food favorite introduced a series of short video commercials that take on polarizing pop culture questions, such as “How do dogs wear pants?” or “Are clowns scary or silly?” The “Pizza on a Bagel—We Can All Agree With That” campaign ends each video ad with its slogan, and leaves it up to viewers to decide what they think is the right answer. Bagel Bites is running the 15-second spots across TV, social media, online, and out-of-home.
The campaign’s humorous take on questions that have been known to divide the internet help it connect with younger, tech-centric consumers who may have never seen a campaign from the brand in their lifetime. Conversely, the love for snack foods shared by many young consumers could help Bagel Bites increase interactions on social media according to a Gartner report. The food brand is currently promoting its new push across Instagram, Facebook, Twitter, Snapchat, and Reddit using the hashtag #BiteSizedDebates. By utilizing the latter two platforms, in particular, Bagel Bites can connect with younger audiences who typically take to those channels to engage in discussions like the ones featured in its new commercials. By aligning its brand with popular online debate forums, Bagel Bites could continue to stay top of mind with consumers during a period of rising sales during the Coronavirus pandemic. The campaign’s humorous content could also appeal to consumers looking for lighthearted ads during an otherwise stressful, divisive period.
Bagel Bites is turning up the heat for the first time since 2002 with a new full-scale marketing campaign. By posing questions loved by internet debaters and pop culture enthusiasts, the brand could build relevance and loyalty with a new generation of snack food consumers.