The Edible Engagement Agency
The Full Story
Warburtons
THE FABULOUS BAKER BOYS -
AN UNDERGROUND BAGEL BONANZA
Opening Scene
Warburtons has unleashed a daring strategy - to take on the New York Bagel Company in their advertising by employing the likes of Robert De Niro to play our mob boss types roles, in Bolton.
​
They couldn't go that far in advertising and not be bold in events marketing - enter stage left - The Fabulous Baker Boys - an underground adventure that unfolds as the day in the life of a fabulous Warburtons bagel.
​
MOVING THROUGH TIME IN A MULTI-ROOM BAGEL-BASED ADVENTURE
​
From a 1970s TV set (with actors inside a huge Warburvision TV) to 1980s staff canteen, 1990s afternoon kids' club and 2000's pub, our guests travelled in groups of 20 in this immersive dining masterclass.
​
The Cast
In order to fully immersive our audience in the world of the Fabulous Baker Boys, every character they met had to reinforce the playful brand character we were building.
​
1970s. Our married couple danced around the kitchen, Morecambe & Wise-style, while make Eggy Bagels (bagel pain perdu w/ caramelised plums & white chocolate creme fraiche) from the "roll with an 'ole"
​
1980s. Tessa, queen of corporate fun, hosted a bagel hoopla contest in the staff canteen, while our guests were treated to bagel fish finger sandwiches w/ spiced tartar sauce.
​
1990s. Pat, kids entertainer extra-ordinaire, hosted the soft bagel soft play, while we served up lemon meringue bagel bites.
​
2000s. Where better to end a Day in the Life of a Bagel than the pub? Play darts with our fabulous Peaky Blinders style baker boy, drink Toast beer with Beryl the landlady and eat rogan josh w/ bagel crisps.
The Plot
We've given you a glimpse into the story above.
Truth is the devil was in all the tiny details...
The Bolton Times bespoke newspaper with Warbs crossword and a headline featuring Robert de Niro.
The Warburtons' orange, colour drenched 70s set where you sat to enjoy your Eggy Bagels.
​
The bespoke dart board and game with bagel themed outcomes.
​
Repeated round patterns throughout, particularly in our soft play zone.
​
Because a good story doesn't give all it's good bits on page one. It shows itself in twists and turns, sub plots and plot twists.
​
The Finale
Over the course of 2 days around 220 visitors including press, influencers, the trade and consumers who were able to buy tickets to some specially released timeslots online, enjoy the day in the life of a bagel with the Fabulous Baker Boys.
The Epilogue
Our work on the Fabulous Baker Boys led to further Warburtons fun event creation - taking us to The Big Feastival. We ran a sell our family activation, welcoming 1500 people over 3 days, having to scour the country-side for more ingredients to keep up with demand!
