New Zealand bagel brand Abe’s Bagels has partnered with Australian audio production house Abe’s Audio on a new trans-Tasman advertising campaign built around a radio jingle – a collaboration the companies say was sparked by a shared name and a timely Google search.
The campaign, which launches across Australia and New Zealand this week, centres on a radio jingle encouraging listeners to “put it on a bagel.”
Abe’s Audio, based in Launceston, produced the jingle and broader sonic branding for the push.
The name that sealed the deal
Sophie Stonham, Marketing Executive at Abe’s Bagels, said the search for an audio partner ended the moment the Auckland-based company discovered its production house namesake across the Tasman.
“We spent months searching for the perfect audio partner,” Stonham said. “Then we found Abe’s Audio. At that point, the decision practically made itself.”
Liz Gadsby, Production Coordinator at Abe’s Audio, said the team recognised the opportunity immediately.
“When Abe’s Bagels called, we just knew it was destiny,” Gadsby said. “Some collaborations are driven by strategy. This one was driven by nominative determinism.”
Abe’s Audio specialises in music, sound design, sonic branding, and audio content for brands across Australia, New Zealand, and beyond.