While it appears more folks favour “baygul” versus “baggle” in terms of pronunciation (at least on Reddit), the debate has yet to be settled in some circles. Ahead of Wednesday’s National Bagel Day, Cobs Bread’s owned social media channels will also actively engage followers in the pronunciation debate with organic posts encouraging its audience to share what side of the ledger they’re on.

Cobs Bread, which operates 175 bakeries across Canada, is also activating an in-store giveaway component on National Bagel Day: the first 25 customers at each Cobs Bread bakery to share their preferred pronunciation (“baygul” or “baggle”) will receive a complimentary bagel. Customers can choose from either flavour: plain, sesame or everything.

Peter Furnish, VP of marketing at COBS Bread, tells strategy that, rather than take sides or attempt to resolve the debate, the brand decided to celebrate the greatness of bagels no matter how Canadians pronounce the word. “This campaign is intentionally aimed at driving not only the launch of the new bagels but also greater brand awareness in 2025, thus the marketing mix,” Furnish says. “The brand is looking to attract families with children to visit their community-run bakeries that are preparing products from scratch each and every day.”

Furnish says the current launch will be followed by other new products such as “Buffins” (Bagel dough baked in muffin trays with a savoury topping), Cruffins and Bagel Bread. “This is all in an effort to attract new customers and provide exciting new options to our current customers,” Furnish says. The retailer is aiming to reach consumers who live near Cobs bakery locations to ensure those who interact with the messaging in-market are a short trip away from trying the product made from scratch each day at their local bakeries, he adds.

“Our digital targeting focuses on primary shoppers for young families,” he explains.

The campaign runs until Feb. 19 and this campaign will be amplified through paid media placements including a YouTube 30-second spot, DOOH, TheScore, Spotify, Reddit, TikTok, Meta and audio.

The bakery franchise’s AOR, Rethink, which began working with Cobs in the summer of last year, led the campaign’s creative and strategy. Rethink PR led the media and influencer relations. This is the first public work under the partnership with Rethink. Paid Media is being led by Epitaph.