Kraft Foods Inc. launched its Bagel-fuls promotional campaign by treating New Yorkers to free breakfast at a bagel and coffee shop near Times Square. The event featured celebrity Joy Behar, co-host of ABC’s “The View,” serving Bagel-fuls at the shop, Bagel & Bean. The event attracted local and national media.
Bagel-fuls are frozen bagel sticks filled with Philadelphia cream cheese. Kraft Foods Inc. introduced the product to the vending trade at the recent National Automatic Merchandising Association Spring Expo in Las Vegas, Nevada.
New Yorkers were alerted to the free breakfast by bagel carts and walking billboards. The promotion was designed to support the introduction of Bagel-fuls to both the retail and foodservice channels, including vending. The promotion launched the start of an integrated marketing campaign that will include a 20-city sampling tour this summer.