![](https://framerusercontent.com/images/mfkbMW79tiyJyP7f1r7VLuUcY.jpg)
Pricing
Boosting in-store sales with Thomas' English Muffins
May 18, 2023
Challenge:
Thomas's Senior Brand Manager Mike Jensen wanted to attract younger customers to the brand with a new digital campaign. Digital metrics like clicks and views were good for measuring digital engagement, but Jensen was unsure what would translate to in-store sales and brand lift, particularly among younger audiences.
![](https://framerusercontent.com/images/ht35SjWhD16BNj6Pl7x6G0fCU.png)
Solution:
Mike had three messaging options for his brand refresh: maintain the traditional Thomas' voice, adopt something more optimistic, or take on a more edgy tone with emojis and slang. Mike used Swayable's to assess how 3 messaging directions would drive brand affinity, consideration, and in-store purchase intent.
![](https://framerusercontent.com/images/aA0jzD3W1cIWe18lLTI2MIhruw.png)
Results:
Swayable's test revealed that the 'traditional' messaging drove the highest increase in brand consideration, affinity, and purchase intent. This suggests that a voice authentic to the brand is what resonates best with consumers.
![](https://framerusercontent.com/images/3HG4yUFXY5Rjg8b4m3teL2yyWWg.png)
Impact:
Mike used the Swayable data to select which messaging to move forward with. The ads did not just build the brand; they drove results. An independent study by Bain & Company registered a 7%+ sales lift in markets where Swayable's recommended messaging went live.
![](https://framerusercontent.com/images/98z0LmLLgh4ePjrSG4v6HsaMMOU.png)
Since then, Thomas' parent Bimbo Bakeries Group has used Swayable across their brand portfolio, testing campaigns, packaging, and even celebrity endorsement options.