Join the Inner Circle
The disparity in quality between authentically made Northeast bagels and crudely replicated bagels in the South is huge. Because Nervous Charlie’s imports their bagel ingredients from New York, they are the only credible voice for bagel-lovers in Austin.
Nervous Charlie’s is here to show Austinites that a good bagel is a way of life and that the cult-like following they garner is no laughing matter.
CW: Max Wardlow
AD: Dalena Le
Video
The Inner Circle is interrupting regularly scheduled programming to let bagel-lovers know a new order is coming to Austin.
Nervous Charlie’s is taking over Austin and recruiting members to join the Inner Circle — an elite organization of individuals who value a true bagel.
Out of Home
Cryptic graffiti will be popping up around iconic Austin, Texas locations, drawing people to discover more at the Nervous Charlie’s storefront.
Nervous Charlie’s will target other local bagel sellers and cast shame on their bagel violations with the Inner Circle’s ancient rules of bagel consumption.
Experiential
When customers buy from Nervous Charlie’s, their bagel bag will include a formal invitation to join the Inner Circle.
These letter invitations will give thorough instructions about induction and will be used to access the weekly speakeasy events that Nervous Charlie’s will be hosting after hours at their storefront.
For returning customers to the Nervous Charlie’s site, we will also be implementing a site takeover where the normal homepage is overhauled by a message from the Inner Circle.
Social Media
Nervous Charlie’s will be taking on the Inner Circle’s authoritative voice to disrupt disgraceful bagel practices online. The official Nervous Charlie’s account will rally the support of true bagel lovers by calling out inauthentic bagel chains.
