POPUP BAGELS
THE CHALLENGE
PopUp Bagels has built a cult following through exclusive drops and best-in-class bagels, but as the brand expands into new markets, there's an opportunity to grow brand love through content and partnerships that bring the PopUp lifestyle to life.
THE SOLUTION
Build a content-forward strategy rooted in culture, community, and culinary creativity. By highlighting the full bagel experience—beyond just eating—we position PopUp as more than a bagel brand: it's a vibe, a ritual, and a social event.
THE INSIGHT
Bagels aren’t just breakfast; They’re behavioral. How people eat them, pair them, and show them off says a lot about them. And in a sea of pretty pastries, PopUp’s rip-and-dip ethos is refreshingly real.
KEY MESSAGE
PopUp Bagels delivers craveable bagels, but it also delivers moments worth sharing. We turn casual carbs into culture.
OPPORTUNITY
Lean into the brand’s exclusivity and community feel by building content that’s playful, educational, and deeply shareable. Through social-first storytelling and strategic collaborations, we give fans more ways to live the PopUp experience—and share it with others.
STRATEGY
Create digital content and IRL activations that elevate how people experience PopUp. Expand the brand’s reach by collaborating with local businesses and leveraging food-forward creators who live for a good bagel moment.
IDEATION---
Bagels & Brews
Because nothing pairs better with a fresh bagel than a well-poured drink.
Concept: Partner with local breweries, coffee roasters, or distillers to create limited-edition pairing menus and exclusive pop-up events. Think: espresso martini schmear, coffee beer pairings, or a seasonal “bagel flight.”
How it Fits: It extends the PopUp experience into an occasion and makes bagels an all-day, all-vibe food. Plus, it supports PopUp’s market-by-market expansion strategy through local collabs.
Execution:
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PopUp x Two Roads collab: Small-batch beer + custom bagel flavors
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Opportunity to expand to other partners!!
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Weekend Pairing Kits: Featured on Instagram with a call-to-action to pre-order
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Influencer Partnership Ideas:
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Invite food bloggers and beverage creators to preview pairings or attend events
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Co-create content showing the full sensory experience—from the first rip to the last sip
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Social-first launch content: Teasers, taste tests, behind-the-scenes
How to Popup
The ritual. The rip. The schmear. Now in a TikTok series near you.
Concept: A recurring content series showing all the ways to enjoy PopUp—from how to keep bagels warm on a winter commute to inventive uses for leftover schmear. Educational but never boring.
How it Fits: PopUp Bagels isn’t just about bagels. It’s about ritual, innovation, and that first perfect rip. This series gives fans new ways to engage while reinforcing brand values.
Execution:
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TikTok + IG Reels: Quick, witty videos like “3 Ways to Save Your Last Bagel” or “Schmear Remix Recipes”
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Behind-the-Scenes Content: The bagel-making process, flavor experiments, staff faves
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PopUp Challenge: Encourage fans to share their own “PopUp rituals” with creative UGC
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Influencer Collaboration: Partner with lifestyle creators and NYC/NJ foodies, for “How I PopUp” day-in-the-life style content
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Invite creators to co-create hacks or walk-throughs with their spin on bagel enjoyment
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Engagement Ideas:
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IG Story Polls: “Do you rip or bite?”
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Fan Features: Highlight the most creative (or chaotic) bagel setups from the community
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Seasonal Tips: “How to PopUp through [summer/fall/cold office mornings]”
Other Ideas...
