Thomas’ English Muffins drives a 7% sales lift with message pre-testing
Thomas’ English Muffins, a legacy CPG brand under Bimbo Bakeries USA (BBU), was seeking to reach and convert younger consumers through digital and social marketing campaigns.
Metrics like clicks and views were sufficient for measuring digital engagement, but the brand’s marketing team needed to answer a more important question: which creative approaches would actually translate to in-store sales and brand lift among younger audiences?
The brand developed ideas for traditional, optimistic, and edgy ads, but needed to test each concept with younger audiences before deploying its media budget on one idea.
Thomas’ English Muffins tested three messaging options for a brand refresh: maintaining the traditional brand voice, adopting a more optimistic tone, or taking on a more edgy tone with emojis and slang.
The brand used Swayable to test how each message direction would drive brand affinity, consideration, and in-store purchase intent.
Traditional
Optimistic
Edgy
Traditional messaging drove the highest increase in brand consideration, affinity, and purchase intent, suggesting that an authentic brand voice resonated best.
An independent study by Bain & Company registered a 7%+ sales lift in markets where Swayable’s recommended messaging went live. Since then, BBU has used Swayable across its brand portfolio, testing campaigns, packaging, and celebrity endorsement options.
