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Bays English Muffins developed this campaign with Red Tettemer O’Connell + Partners (RTO+P) to show how folks can dress up the dairy case favorite for a go-to meal made with quality ingredients. a super fan couple loves Bays English Muffins so much that they keep their home chilled to 37 degrees because their refrigerator isn’t big enough to hold all the delicious Bays they love. When they host friends, they obviously serve Bays English Muffins and use fresh cheese, vegetables, and even fruit to create customized masterpieces. It's all very over the top silly, but an effective way to show these muffins can host more than melted butter as topping.
“When it’s gotta be delicious, it’s gotta be Bays English Muffins.”
The shoot required a lot of Bays English Muffins, so when the shoot was over, the brand donated the extra product to multiple food banks in the Toronto area where the spot was filmed.
This effort, launching nationally today across TV, digital, and social, marks the first from RTO+P on behalf of Bays English Muffins and in partnership with Culver Brand Design, as well as Bays English Muffins’ first ad campaign of this magnitude on TV and OLV.
Bays English Muffins and RTO+P tapped well-known director and BBDO alum David Gray to help bring the vision to life. Bimbo Bakeries USA, the manufacturer of Bays English Muffins, began working with Red Tettemer O’Connell and Partners in 2020. Bimbo Bakeries USA is part of Mexico’s Grupo Bimbo, the world’s largest baking company with operations in 33 countries.
Bimbo Bakeries USA
Adam Sussman: Vice President
Jill Matthews: Director of Marketing, Innovation, and Strategy
Erin Breithaupt: Brand and Innovation Consultant
Steve Red: President/Co-CCO
Steve O’Connell: Partner/Co-CCO
Todd Taylor: Associate Partner, Executive Creative Director
Ari Garber: VP, Group Creative Director
Chris Plehal: VP, Group Creative Director
John Cruz: Art Director
Roman Manning: Copywriter
Vann Madison: Director of Strategy
Carla Mote: Managing Partner
Christina Castaldo: Group Account Director
Jenna DePaola: Sr. Account Manager
Hope Krosskove: Producer