Singapore's cult bagel brand expanding from cafes to DTC packaged goods, known for New York-inspired flavours and a passionate foodie following.
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See all ads on AdLibrary →Two Men Bagel House is a Singapore food brand that built a cult following through its bagel cafes before expanding into DTC packaged goods. Known for New York-inspired flavours and a strong foodie community, the brand bridges the gap between café experience and at-home consumption with its packaged bagel and condiment range sold online. Also searched as Two.
Two Men Bagel House leverages its cult café reputation to drive DTC packaged goods sales, running Meta ads that feature food photography, customer story content, and limited-edition flavour launches. Community UGC from loyal café patrons is repurposed into ad creatives. Browse their ad activity at AdLibrary.
Instagram is the hero channel for food photography and behind-the-scenes bakery content. Facebook targets existing café customers and food enthusiasts for DTC product launches, using lookalike audiences built from the brand's strong organic following.
Copy centres on authenticity, New York bagel craft in Singapore, flavour discovery, and weekend brunch culture. Limited-edition seasonal flavours are used as campaign moments to drive urgency and UGC.
Two Men Bagel House shows the offline-to-online brand extension playbook: build genuine love in a physical format, then monetise that community through DTC packaged goods. Existing café customers become the most cost-efficient DTC acquisition channel when the product is genuinely loved.
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