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The Tax-Free Bagel

Working on a brand like Philadelphia, you spend a lot of time looking for relevant insights to activate on, but nothing could have prepared us for the day we googled the “bagel tax.” Turns out, in New York City, home of the bagel and schmear, there’s an 8% on every bagel and cream cheese sold. 


So with Phily, through a partnership with the iconic chain H&H Bagels, we invented and debuted The Tax Free Bagel, a classic New York bagel, pre-stuffed with Philadelphia Cream Cheese, making it exempt from the unsavory bagel tax.


Dean Paradise & Bruno Mazzotti | ECDs

Andy Tamayo & Alex Allen | CDs

Clara Lvoff & Rachel Fund | Art Director & Copywriter

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