RTO+P creates new campaign for Bays English Muffins


Bays English Muffins developed in partnership with Red Tettemer O’Connell + Partners (RTO+P) that shows how folks can dress up the dairy case favorite for a go-to meal made with quality ingredients.

Trusted since 1933, Bays English Muffins are great for every meal and throughout the day. They are chilled for freshness, great-tasting, and the perfect base for creative meals.

In the two 30-second spots, “Chill Party” and “Chill Out”, 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.  They answer the essential question: why Bays English Muffins? The answer: “When we’re having friends over, we want them to love what’s on the menu as much as we do.”

The spot closes out with the hosts’ friends enjoying mouthwatering English muffins, followed by the tagline “When it’s gotta be delicious, it’s gotta be Bays English Muffins.” Watch below:

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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. Quality and deliciously fresh English muffins trusted for generations made with eggs, butter and milk, you can find Bays English Muffins in your local dairy case.

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. 

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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.


CLIENT: 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