Bagel Brands × Daybreaker
objective
Bagel Brands, the parent company of Einstein Bros. Bagels and Noah's New York Bagels, wanted to get its product into the hands of a young, health-minded audience in three key markets. Rather than relying on traditional advertising, the company was looking for real sampling moments people would remember and share, with a partner that could deliver awareness, on-site sampling, and organic social content in a single activation.
The challenge was finding a platform with the right crowd, a morning-friendly format where breakfast is the natural centerpiece, and the ability to activate multiple brands across multiple cities without stitching together separate deals.
CAMPAIGN
Using the Anvara sponsorship marketplace, Bagel Brands identified Daybreaker—the global sober sunrise dance movement whose morning events draw thousands of wellness-focused attendees—as the ideal partner for a three-city activation in Miami, Denver, and Los Angeles, with each market served by the Bagel Brands banner its customers already know.
The deal made Bagel Brands the title sponsor of all three events, branded "Daybreaker, Presented by Einstein Bros. Bagels" (Noah's New York Bagels in Los Angeles), with category exclusivity in bagels and coffee. The brands were integrated across the full Daybreaker experience: on-site signage, "Presented by" branding on every event communication, roughly six emails per event to each city's full mailing list, dedicated Instagram content, opt-in attendee data capture, and professional photography and footage delivered after each event.
Einstein Bros. Bagels presented the Miami and Denver events, including the first-ever rave inside the Wynwood Walls Museum during Miami Music Week and Daybreaker's 1,000th event at Red Rocks, which drew record attendance. Noah's New York Bagels presented Los Angeles at the tip of the Santa Monica Pier. At every event, Bagel Brands was the center of the morning ritual, serving fresh bagels, schmear, and coffee to attendees.
RESULTS
Across three events in spring 2026, Bagel Brands reached Daybreaker's community on-site, in their inboxes, and on social.
2,850 attendees across three sold-out morning events in Miami, Denver, and Los Angeles
2,500 bagels, schmears, and coffees sampled on-site
483,000+ emails sent across 25 campaigns featuring the partnership
67% weighted average open rate across all sends, with individual global invites topping 70%
335,000+ Instagram views across 15 posts mentioning the brand
~30 Instagram story mentions throughout the campaign
Venue-defining moments including the first rave at Wynwood Walls Museum and Daybreaker's 1,000th event at Red Rocks
By showing up when Daybreaker’s community was ready for breakfast, the campaign made product sampling a natural part of the morning ritual and generated email, social, and owned content that extended both brands’ reach beyond the event.
Key fact
Bagel Brands used Anvara to identify Daybreaker from thousands of sponsorship opportunities and execute a three-city title sponsorship for Einstein Bros. Bagels and Noah's New York Bagels across Miami, Denver, and Los Angeles. The result was 2,500 samples served to 2,850 attendees, supported by more than 483,000 emails and 335,000+ Instagram views through a single partnership.
