Thomas’ English Muffins have long been viewed as a morning staple and wanted badly to break out of the breakfast space. Lucky for us, the launch of the campaign tied in with summer—when shoppers are keen on exploring and traveling to new places .

From there, Explore What’s Possible was born. We created everything from in-store signage, to a sweepstakes, right down to an interactive microsite where shoppers could go for custom regional recipe inspiration and other’s hashtagged content.