Dubbed 'GoodBagels', the ad has all the ingredients of a mafia film, with De Niro and his crew arriving in the UK to confront Jonathan Warburton after learning that Warburtons is rising to the top of the bagels business.
Bursting into his office, they paint a picture of a world where De Niro passes off the new Warburtons bagels as his own. In a series of quick edits, De Niro and his team are seen taping up a security guard in order to steal the bagels and fill supermarket shelves with the newly labelled ‘GoodBagels’.
Quickly cutting back to the office scene, Jonathan Warburton mistakes this threat as storytelling for a new film, similar to the pitches made in previous commercials by Sylvester Stallone, Peter Kay, and of course The Muppets.
Asking ‘how does it end?’ De Niro responds in his typical sinister style, ‘not well’.
Commenting on his new bagel epic, Robert De Niro said: “It was a pleasure to fly to the UK to film this ad with the Warburtons family, and star alongside Jonathan. Getting into the bagel business has been great fun, and I hope everyone enjoys the final cut.”
The latest campaign marks the launch of Warburtons new bagels, which are available in ‘Cinnamon & Raisin’ and ‘Plain’. The brand say the bagels are boiled and then baked, following a traditional process, resulting in a "soft and chewy bagel with a light texture".
The latest campaign follows in the footsteps of the brand’s previous star-studded adverts; The Deliverers with Sylvester Stallone, The Giant Crumpet Show featuring the Muppets, and Pride and Breadjudice with Peter Kay in 2017.
Jonathan Warburton, chairman of Warburtons, 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.”