As Thomas’ English Muffins faced growing competition from no-cook breakfast options like bars, shakes, and yogurt, our challenge was to reassert its place at the breakfast table. To connect with a younger audience drawn to convenience, we crafted a campaign that tapped into their daily routines and aspirational moments. The visuals reflect relatable, modern lifestyles—scenes our audience recognizes—while bold headlines invite them to be open to something better. At the center: the toasted, open muffin, ready to become the base for countless quick, hot, and satisfying breakfasts. It’s all about helping them open things up.
