Mono Snags Lead Creative Duties For Thomas’ English Muffins, Bagels and Swirl Breads

By Lindsay Rittenhouse 

Thomas’ English Muffins, Bagels and Swirl breads has appointed Minneapolis-Based Mono as its lead creative partner following a review sparked in March.

Richard Link, senior director of marketing for Thomas’ products, said in a statement that the “138-year-old legacy brand with a rich heritage and loyal following” is looking to evolve its “brand presence with new, innovative and creative work” through the partnership.


Their first work together is set to be released sometime during the first quarter of 2019 and will initially focus on social and digital with the potential for out-of-home and TV placements after. Mono will be tasked with helping the brand engage with its existing core consumers while reeling in new ones by identifying “different food values and needs,” according to the agency.

“Mono is thrilled to work with Thomas’ to infuse new energy into the brand and product portfolio,” Mono group account director Stephanie Schafer said in a statement. “We’re excited to modernize a brand with a rich legacy and make it resonate with consumers in new ways.”

It is unclear if incumbent AOR, creative commerce agency TPN, pitched to defend or will still work with the company as a spokeswoman deferred comment to the client.

Across its English Muffins, Bagels and Swirl brands, Thomas’ spent $11.1 million on measured media in the U.S. last year and $11.2 million in just the first half of 2018, according to Kantar Media.

Within the last year, Mono also added new accounts Sherwin Williams Consumer Brands Group, Redbox, Peroni and Leinenkugel’s.

[Pic via Getty]