It’s one of life’s toughest decisions: sweet or savory?
In honor of National English Muffin Day, Vault developed a campaign that challenged Thomas’ fans to submit deliciously unique ways to enjoy the iconic English muffin with a different creative topping for each side of the Nooks & Crannies goodness.
With a top prize of $10,000, more than 9,500 fans submitted their creative recipes before five finalists were selected for a nationwide vote.
More than 65,000 Thomas’ devotees voted to crown the grand prize winner whose sweet and savory combination was a home run for the brand.
A 360-degree approach leveraged on-pack promotion, a custom website landing page for voting and strategic earned and paid media to yield over 100M campaign impressions.
With media touchpoints throughout each stage of the campaign, placements spanned national outlets such as Delish, Elite Daily and Chew Boom as well as regional coverage in each of the five contest finalists’ hometowns.
The campaign was a ‘toast’ to the English muffin’s versatility and allowed fans to flex their culinary creativity while driving engagement and developing new content for the brand.