Our film tells the story of Edna, ‘The Woman Who Runs New York’: a deli owner who keeps New York, New Yorkin’ by feeding them the bagels they so love. She’s a true New Yorker, straight-talking, sassy and full of fighting spirit. Throughout the film we see how she interacts with different members of the city’s community, from her busy deli which keeps the city running from dawn ‘til dusk.

New York Bakery Co. has ambitious growth targets. This new brand campaign needed to grow penetration among a broad target of UK families and millennials. We knew they loved New York, but discovered that 55% didn’t even associate bagels with the city. Our objective became to make bagels synonymous with New York, so bagels would also become aspirational. More specifically, the creative brief was to bring to life New York bagel culture, to make people realise that New York runs on bagels.

The creative idea lived and died on the character, so casting was crucial.

We needed a different approach to a traditional casting process, to find a true New Yorker. Through a street-casting process, we came across the perfect lady.

With the help of a collaboration between Pulse and David Vaccari from Telsey + Company in New York, we met Fran Labinger.

As a non-actress, she didn’t play Edna; she was a real-life Edna. An 82 year old, gum-chewing, chain-smoking, always-swearing, no-bullshitting, little old lady. Casting most clients would never buy. Over three rounds of auditions, she grew more comfortable in her skin and delivered that special combination, which makes her so authentic and helped us form the character of Edna. She’s a natural matriarch, with the spirit to run a city. ‘Edna-isms’, (phrases used by Fran herself on set) became the backbone of the campaign, used in every channel.