Watch: Robert De Niro hits Bolton to star in new Warburtons campaign ‘GoodBagels’

It was created by Charlie Gee and Tian Murphy and directed by Declan Lowney through Another Film Company. The media agency is Mindshare.

Warburton said: “As an iconic New Yorker, Robert De Niro knows his way around a bagel, so it’s great to have his seal of approval. We’ve spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread.”

Billy Faithfull, executive creative director at Engine, added: “For as long as I can remember, I’ve always wanted to do an integrated marketing campaign starring an Oscar-winning mobster, a bagel and a fifth-generation family-owned bakery brand.

“The bar is set so ludicrously high that a Warbies brief brings out something special in every person involved. From clients, agencies and production team, everyone puts their hearts and souls into it. Is the juice worth the squeeze? Fugeddaboutit! That means yes.”

The spot has debuted on social media this morning, and will run on TV from May 17th. It will be supported by digital and out-of-home activity.