New York Bakery
Bread, Butter + Bold Ideas Feed Gluten-Free Fandom
New York Bakery
Industry: Food + Beverage
New York Bakery is a T. Marzetti brand leading in frozen garlic bread and offering a wide variety of products - toast, sticks, knots, and croutons. The brand stands for: 1) Flavor: generously seasoned with real garlic, herbs, and butter, creating a rich flavor; 2) Convenience: sold frozen, it can quickly be heated in an oven in a few minutes, making it a hassle-free addition to any meal; and 3) Versatility: commonly used alongside Italian dishes and family-sized, making it suitable for serving larger groups or families at gatherings.
Challenge
For years, gluten-free bread has been the underdog of the bakery world and frozen aisle—always trying, but never quite nailing that perfect chewy, fluffy, fresh-from-the-oven magic—leaving gluten-free families underwhelmed and without access to readily available, quality products. New York Bakery wasn’t having it. They spent over a decade in the kitchen, testing, tweaking and obsessing over every detail to create a gluten-free dough that delivered on taste and texture. When it was time to roll out its gluten-free Garlic Texas Toast and Five Cheese Texas Toast, the brand knew it needed more than just a basic bread launch; it wanted to create a love letter to gluten-free foodies everywhere. To make it happen, they turned to Belle Communication, a partner as passionate about bold ideas as they are about garlic bread.
APPROACH
Rolling out gluten-free toast wasn’t just about announcing new products—it was about winning over gluten-free millennials who’d been dreaming of that perfect bite. Our strategy blended earned media, influencer partnerships and clever social content. The spotlight stayed on the brand’s game-changing gluten-free innovation, but the broader story of New York Bakery’s quality and culinary excellence got its moment, too. Metrics like SOV, engagement and search trends were tracked along the way to guide message refinement and ensure alignment with consumer interests and behaviors.
PROGRAM
Campaign execution delivered the goods—literally. We served up samples and savory stories to both trade and consumer media, securing buzz about New York Bakery’s gluten-free toasts and the brand’s bigger vision. On social media, micro and midtier influencers on TikTok and Instagram were engaged to generate engaging content that resonated with key audiences. Think kid-friendly recipes, cozy winter comfort food features and 30-minute dinner challenges that proved just how versatile these toasts could be. With a focus on the brand’s dough-based recipes and superior taste, the campaign made sure everyone knew that gluten-free could finally mean delicious.
Outcomes
Appetites were piqued, with shared recipes like garlic toast chicken parm and garlic bread breakfast sandwiches making it clear that New York Bakery products deserved a spot in the main-dish rotation. The positive sentiment generated by the influencer campaigns solidified an emotional connection between the brand and its consumers. This momentum extended beyond the gluten-free launch, positioning New York Bakery as a leader in the bread and dough category and setting the stage for future growth and innovation.
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Influencer Wins:
A total of 18 pieces of influencer content hit feeds, exceeding industry norms with 126K views/impressions and a TikTok engagement rate of 10.02% (blowing past the industry average of 3.95%) and an Instagram engagement rate of 2.56% (versus 0.44%).
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Search Spikes:
Google search trends revealed significant spikes in searches for “New York Bakery Gluten Free” and “Gluten Free Texas Toast” following influencer content releases.
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Sales Impacts:
Influencer content didn’t just spark interest—it guided consumers down the funnel, driving hundreds of visitors to key landing pages.
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Media Visibility:
Earned media hits were 100% positive in outlets like Nosh, Baking Business and Food Business News, racking up more than 1.3 million impressions and a staggering 292% increase in media mentions compared to the previous year.
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Increased Share of Voice:
Year-over-year, SOV jumped 1.4% against gluten-free competitors and 0.8% against traditional rivals.