Unleashing crumpets’ year-round snacking potential.

It’s not that people didn’t love Golden^® Crumpets. It’s simply that they’d pigeonholed them; trapping crumpets in a cold season and a few toppings.

We saw a Golden^® opportunity to get people to set aside their traditional crumpet-eating ways and embrace crumpets’ true potential; with Billy Golden^®, the little crumpet who dreamed of dressing in more than just butter, jam and honey. And who came out against all odds wearing whatever he likes.