People know when food is worth the extra bite. And when it comes to an English muffin, it’s the texture that makes all the difference. So we didn’t need to convince foodservice directors to carry it. We needed their customers to ask for it.
Proved premium texture is worth the price, successfully entering both business and higher-ed foodservice. (Results under NDA.)
This superior English muffin was a North American grocery staple, but couldn’t crack foodservice. It was seen as too expensive. Generic was good enough.
We gave the brand’s established hook a whole new life, reminding university students and employees that those mountains of muffin and valleys for butter, jam and Nutella aren’t a given. And to make our message impossible not to hold onto, we made every execution interactive, tactile and full of texture.
