Thomas’, the number-one selling English Muffin brand in the US, has launched a national ad campaign, 'Wake up to what’s possible. This work marks the introduction of a refreshed brand look and feel, which leans into Thomas’ distinct orange but incorporates a brighter colour palette, and a more humorous tone that better speaks to the brand’s core target – the “Mom Boss” – unapologetic women who own the good, bad and ugly moments of modern motherhood.
The campaign aims to build brand awareness and engagement across Thomas’ three product lines – English Muffins, Bagels and Swirl Breads – and help the 139-year-old brand stand out in the cluttered food marketplace.
“We’re thrilled about this work,” says Richard Link, senior Director of Marketing for Thomas’. “MONO helped us infuse energy into every element, from utilising our humour and optimism, to focusing on beautifully photographed food and pops of colour that really catch the eye. We can’t wait to see how the campaign performs.”
The campaign includes fifteen and six-second pre-roll spots created by Minneapolis agency MONO. French Butter director Brett Froomer gives the venerable brand – long a staple of breakfast tables across America – a youthful, colourful spin that positions Thomas’ for a new generation.
A good example of the campaign’s light touch is the six-second spot titled "Butter Tub." Using time-lapse cinematography, we see a pat of butter melting on a toasted Thomas’ English Muffin, while an offscreen voice sings a slightly off-key ode to this hip new metaphor for the product. In another six-second instalment, “Hang Up,” a mom, using a vintage rotary desk phone in a deep shade of orange, interrupts her daughter’s phone call to tell her, ‘honey, bagel time,’ to which the teen replies, ‘oh my gosh, get off the line!”