MIKE GOLDBERG: EXECUTIVE CREATIVE DIRECTOR | WRITER | DIRECTOR
The challenge was how take a local Boston bagel brand national.
5 bagel bakers who live and breathe bagels in a bagel bakery. Mike created a fully integrated marketing campaign for the bagel bakery that was centered on an episodic sitcom style video series. The objective was to create five distinct, passionate personalities and place them in an episodic sitcom to continuously engage the audience. The bakers were also active on Twitter and Facebook arguing about bagel and cream cheese combinations. This brought the audience into the conversation as they became engaged with the conversation. The second phase of the campaign were short form Tik Tok style videos that featured a host situated in the dairy aisle. Leading a multi-discipline team, Mike wrote and directed broadcast commercials, a webisodic sitcom series and was responsible for creating all digital, social and mobile assets.
The campaign got Finagle into every major supermarket chain across the country from Whole Foods to Costco to Publix, Star Market, Sam’s Club and Walmart. Bagel production went from 10,000 a week to over a 100,000 a week.