Thomas’ has unveiled a brand refresh via the first work from its recently appointed creative AOR Mono.
The creative spruces up the look of the company’s three product lines: English muffins, bagels and swirl breads.
Although there is specific product content, the cohesive makeover threads across all three brands by leaning more heavily into Thomas’ distinct orange color, as well as incorporating a brighter color palette.
The updated messaging is designed to convey a more humorous tone to better speak to the brand’s core "mom boss" buyer through taglines like "No one calls dibs on oatmeal" over an image of syrup-drenched English muffins.
The campaign will be in markets through 2019, with key elements running at different times. Campaign elements include online video, streaming audio and podcasts, retail and billboard OOH, digital display and in-store media.
"We wanted to break the bad habits and traps within the CPG advertising space, and instead focus on simple, striking imagery and moments that capture the reality of motherhood," says Joel Stacy, creative director, Mono.