A hooded graffiti artist with a bone to pick over non-authentic bagels has confused shoppers with mysterious "Reclaim the Bagel" graffiti. The "clean graffiti", created by cleaning a pattern into pavements in Golders Green, Edgware and Radlett promoted a campaign against inferior bagels in favour of the boiled variety. A campaign video was watched 500 times on YouTube and a Facebook and Twitter page set up in support.

But it was all a clever marketing ploy from World Jewish Relief – to raise awareness of the Big Bagel Campaign, where fundraisers host a bagel themed event. Fundraisers this year take note – only chewy, doughy bagels will suffice. It's not just a bread roll with a hole.